Viacom organises MTV hospitality in Madrid

Viacom Brand Solutions International organised corporate hospitality for the MTV European music awards in the Spanish capital

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.


FACTFILE
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
Budget: Undisclosed

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
George P. Johnson announces two new senior hires

George P. Johnson announces two new senior hires

The agency continues to invest in leadership to support the development of its creative teams.

Brisbane lands Flight Centre's Global Gathering

Brisbane lands Flight Centre's Global Gathering

Brisbane has been selected to host one of the world's largest travel industry conferences, bringing a (AUD) $7 million economic boost.

Expert reveals UK's top 7 steam railway journeys

Expert reveals UK's top 7 steam railway journeys

Vintage trains in Scotland, England and Wales all make the list, offering groups a quirky and luxurious way to travel.

10 destinations to reach without flying

10 destinations to reach without flying

A list of places that can be reached using greener alternatives to air travel.

Business traveller habits revealed in new research

Business traveller habits revealed in new research

Smartphones are having a significant impact on business travel, according to a CWT poll.

How to tackle the rising issue of delegate stress

How to tackle the rising issue of delegate stress

There are lots of ways to remove the core stress triggers of certain delegates.

The rise of the 'super incentive'

The rise of the 'super incentive'

In a crowded market, a new level of incentive trip can make you stand out from the crowd, says TAG's Sam Robson.

Fresh Meet: 'Our aim is not global domination'

Fresh Meet: 'Our aim is not global domination'

Directors of brand new events agency, Meet, explain why they wanted to start a new venture and share their immediate plans.

'Stress and burnout' are challenges we need to tackle

'Stress and burnout' are challenges we need to tackle

Event Concept's Jo Higgs explains why looking after your people is so important and how training mental health first-aiders could help.

Case study: Leon Winter Award Celebration

Case study: Leon Winter Award Celebration

The event at Hawker House in London tied in perfectly with the fast-food chain's innovative approach.

LATEST JOBS