Pre-event planning: Banks Sadler, which has an existing contract with international drugs company Mundipharma, was appointed to organise a launch for a new product to the company's sales force. Despite the business focus of the event, Mundipharma wanted an interesting destination, explains Saxon Heffernan, project manager at Banks Sadler.
"Berlin proved to be a good fit in terms of access and unusual venues," he says. Mundipharma sent out updates to internal salesforce delegates in the run-up to the event, and Banks Sadler designed and executed event instructions and registration invites.
Challenges: The key challenge was finding a venue that could fit the event brief with only a four-month lead time. The Ritz Carlton also had to move another event in order to accommodate Mundipharma's needs.
Solution: Delegates arrived in Berlin on 9 November, and had a buffet lunch at the hotel before an afternoon meeting, which was followed by a welcome dinner in the evening. Business meetings took place during the next day, followed by a gala dinner at Axica in the DZ Bank building in the evening. Following further sessions the next day, guests were treated to an afternoon of activities at a German airship hangar, which was decorated to look like an indoor beach. This was followed by dinner at the venue and a party. "The indoor beach venue allowed us to do something completely different," says Heffernan. "While it was freezing outside, our delegates were playing in the sand in 25-degree heat."
On the last day guests had breakfast at the hotel before leaving for the airport.
Post-event analysis: Mundipharma was thrilled with the outcome, and plans to use Banks Sadler for this year's conference. Mundipharma event manager Jane Hopkins says: "The feedback was phenomenal and the event was a resounding success. Our managing director even said that the meeting was the best he'd ever attended, which is fabulous feedback, especially from someone with over 30 years' experience in the industry." Heffernan adds: "All the venues worked brilliantly and we had no problems on-site."
Event: Sales conference
Group size: 140
Agency: Banks Sadler
Date: 9-12 November 2010
Venues: Ritz Carlton Berlin, DZ Bank, German Airship Hangar