Berlin: Triple celebration for Canon

Increased numbers dictated Canon's choice of venue for its reward event.

Canon Europe in Berlin
Canon Europe in Berlin

FACTFILE
Company: Canon Europe
Event: Canon Europe Tuxedo event in Berlin
Group size: 333
Agency: The Phoenix Partners
Date: 4-6 March 2011
Venue: Hotel de Rome, The Regent Berlin
Budget: Undisclosed

Pre-event planning: The event is part of a year-long recognition and reward scheme for Canon Europe. This year's event was organised by The Phoenix Partners, who worked on last year's event in Lisbon.

The Tuxedo reward and recognition programme is in its seventh year, and traditionally has been for the top 3.5 per cent of Canon Europe's Business Imaging Group's sales force. This year, it also included its Emerging Markets Business Unit.

The brief later changed to include the Consumer Imaging Group's awards and celebration. The attendance figures grew from 108 to 148, plus partners and country representatives.

Challenges: The event needed to expand while retaining its status as Canon's premier recognition programme. "We needed to find venues the client was comfortable with, but which could accommodate the increased numbers," says The Phoenix Partners director Rachel Hargrave.

Solution: Delegates arrived on the Friday, checking into the Hotel de Rome and The Regent. That evening, delegates in their fifth, sixth and seventh years of the Tuxedo programme had a private cocktail reception with awards.

They then joined the rest of the group at the Zeughaus, home to the German Historical Museum. Dinner was at the new building, designed by I M Pei and 148 awards were presented throughout the meal, followed by a live band.

"We also had a seating area so people could relax with colleagues," says Hargrave. Saturday was spent at leisure, including time at the hotel spas, before heading to dinner at Axica, where there was live music from Berlin-based band JCB. On Sunday, delegates recovered at a buffet brunch before heading home.

Post-event analysis: Canon Europe will carry out a survey to assess the success of the event, and informal feedback suggests it achieved its key objectives.

Alex Thurgood, Canon Europe's Business Imaging Group European channel marketing manager, says: "The Phoenix Partners worked very closely with everyone at Canon Europe to produce a memorable weekend. With so many logistics to consider, the organisation was slick and the feedback positive. The venues and hotels were excellent, the food sublime and the production top class."

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