Destination Guide: Scotland

The winning event: Inchcape and Line Up

Line Up's work on the Incredible Inchcape event at Fairmont St Andrews was recognised at the C&IT Excellence Awards 2012.

Line Up worked with Inchcape on its Incredible Inchcape event
Line Up worked with Inchcape on its Incredible Inchcape event

Agency Line Up pushed the boundaries of a traditional conference with Incredible Inchcape through "amazing storytelling and emotive content", according to judges.

The global car distributor and retailer's first global conference in five years needed to ensure alignment of its senior leadership team to its growth agenda.

Delegates - 180 senior managers from 26 countries - were sent personalised video invitations from Inchcape's group CEO, inviting them to be part of something incredible.

The event, held at the Fairmont Hotel in St Andrews, Scotland - close to the iconic lighthouse, from which the company takes its name - was wrapped around the pretence of 'making a movie' using a mix of pre-prepared film content and live location.

The senior leadership team were shown that they have a major role in writing, directing and starring in the next chapter of Inchcape's story.

Individual tracking of pre-event perceptions to post-event understanding showed that key messages had been well received, while 83% of delegates said the event surpassed their expectations.

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Watch video from the C&IT Excellence Awards here

See pictures from the C&IT Excellence Awards 2012 here

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