CLIENT: Gucci Group
EVENT: Biennial conference for 150 senior figures from the group's nine brands travelling from the UK, Europe, the US, Asia and Australasia on 15-18 April 2008.
DESTINATION DECISION: Beijing was chosen from a shortlist that included Athens and India. The conference was initially booked into the city's St Regis Hotel, but over-running refurbishment resulted in the agency having to change its plans just three months ahead of the event. The new Ritz-Carlton was the final venue choice.
STRATEGIC HURDLES: The programme needed to be high on prestige. Some 18 months of planning went into getting it right, with an emphasis on generating an ‘East meets West' flavour and sourcing a memorable gala dinner venue - The Forbidden City. Agency Top Banana worked with DMC Pacific World to overcome a series of hurdles. This included working with the government to get clearance - the overall event required 63 different approval stamps.
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