Pre-event planning: MTV-owner Viacom Brand Solutions International (VBSI) wanted to organise corporate hospitality events for key clients, agencies and award sponsors at the annual MTV European music awards (MTV EMA), held in Madrid in 2010.
In the past, the awards have been held on a Thursday and guests only came for the night. But this year the event was held on a Sunday, so VBSI wanted to keep guests entertained throughout the weekend. A party of 60 delegates came from the UK, and international clients were also invited.
VBSI selected events agency Ten Group following a three-way pitch and also used local production agency Quid Quid.
Challenges: VBSI brand experience director Ben Hack says the main challenge was to find venues that would accommodate the group and allow private hire on a weekend. "Spaces and locations that are available mid-week are often full at the weekend," he says.
The venues had to be within walking distance of the accommodation, the Gran Melia Fenix. VBSI also wanted to make the event unique.
"We always try to do something special and add extra elements that are unique to the MTV brand," says Hack.
Solution: Guests could arrive on the Friday or the Saturday. Friday night arrivals were individually taken to dinner by VBSI's sales staff. On Saturday, guests were taken to Loft 39 for dinner because it offered good food and a relaxed atmosphere and allowed exclusive hire until late in the evening.
"We did a bit of production by moving the furniture around, dressing the tables and bringing in servers' uniforms," says Hack. Guests were treated to a cocktail reception, a dinner and then drinks until 2.30am. At that point, there were cars waiting with local drivers to take guests to a variety of late night venues across Madrid.
The next day, VBSI put on a brunch event for guests at new venue Palacio Santa Barbara. It turned the blank canvas space into a 'Shoreditch House-style' venue complete with kitchen and library, as well as lounge and spa treatments from luxury hotel Villa Magna.
"We had to completely dress the place and bring everything in, but it felt really special," says Hack.
The venue was also light and airy so guests could enjoy the sunshine. That night, guests attended the main MTV EMA.
Post-event analysis: Hack says he has received great feedback from guests and he thinks the events were a success.
"The contrast between dinner and brunch really worked. For the brunch we didn't just go to an existing venue, we made the extra effort and that was really appreciated," he says.
Company: Viacom Brand Solutions International
Event: Corporate hospitality at 2010 MTV EMA
Group size: 60
Agency: Ten Group/Quid Quid
Date: 5-7 November 2010
Venues: Gran Melia Fenix, Loft 39, Palacio Santa Barbara