Pre-event planning: Global car distributor and retailer Inchcape appointed partner Line Up to organise an experiential conference for its senior management team.
It took place at The Fairmont Hotel in St Andrews, near the iconic Inchcape lighthouse from which the company takes its name. Jess Littman, Line Up's head of events, says: "Inchcape is focused on leveraging its unique business model to take advantage of important growth trends. The event was designed to ensure global alignment of its senior leadership team to its growth agenda."
Challenges: The event needed to move the team's mindset from managing the business through the downturn to managing it for growth.
To create an engaging atmosphere, Line Up had to devise a 180-degree projection environment and content for a 47m-wide screen for the 'studio', with video backgrounds that changed throughout the event.
Solution: The event was billed as the opportunity to 'write the next chapter' in the company's history, by making a film about its future. Delegates were sent personalised video invitations and at the venue received an access pass to enter the 'studio'. After the welcome, they were given branded clothing and the space was transformed into the inside of a 'pioneering' 19th-century ship. Delegates then went outside to a camp area with seven yurts, where they shared the evening meal. The next day, break-out sessions were held to discuss plans for growth. Inchcape's Scottish heritage featured throughout, including bagpipe workshops, Scottish dancing and a traditional Scottish gala dinner and awards ceremony.
Post-event analysis: A delegate survey drew positive feedback. "Our senior leadership team left feeling energised and clear about the expectations of them," says Marie Giannini, group communications manager.
Group size: 180
Agency: Line Up
Date: 17-19 April 2012
Venue: The Fairmont Hotel, St Andrews