Tata Consultancy Services Summit 2013
IT services brand Tata Consultancy Services appointed TRO to help transform its annual European customer summit from an event for 'IT Geeks' to something board members clamoured to attend.
TCS' objectives were to increase C-level delegate numbers, to position TCS as a thought leader and to provide memorable experiences to strengthen client relationships. The agency devised a five-point strategy, which included securing keynote speakers that CEOs would fly out to hear, boosting networking time and giving the event a 'Cannes red carpet' feel.
To meet the brief, former French president Nicolas Sarkozy and Lord Coe were secured as keynote speakers, TCS commissioned research to be presented at the summit and a gala dinner was held at the historic Chateau de la Napoule.
Of the 150 clients who attended, VP-level attendance increased to 69%, up from 45% in 2011. Feedback showed 98% of delegates expressing high satisfaction, with 70% rating it as 'outstanding'.
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