MOLSON COORS SALES FORUM 2016
To celebrate its commercial partnership with the League Managers' Association, and to announce details of its sponsorship of the English Premier League under the group's Carling brand to its account managers, Molson Coors' annual sales forum took on a football-related theme in the final quarter of 2016.
A three-day event was created by XSEM at the home of the English FA at St George's Park in Burton-upon-Trent. XSEM facilitated a behind-the-scenes tour and the chance for delegates to involve themselves in experiential zones, which matched each of Molson Coors' core brands. "An incredible few days. Without the help and skills from the team at XSEM, we would not have had such a successful forum," says Alpesh Mistry, director of sales - off trade at Molson Coors.
Company: Molson Coors
Event: Sales forum
Venue: St George's Park, Burton-upon-Trent.
Date: 6-9 September 2016
CARLSBERG UK SALES CONFERENCE
In January, Carlsberg UK held a two-day conference at The Queens Hotel in Leeds for 350 delegates. The main objective of the conference was to engage with employees and motivate them.
Communique created a 'Dare2Believe' theme, asking delegates to believe they could help move the business forward and drive change. Increasing and measuring employee engagement were the main challenges, which were tackled using a bespoke event app to track feedback. It also allowed Carlsberg to continue the message post event.
Julian Momen, CEO of Carlsberg UK describes the conference as a first-class event and says the agency put on a spectacular show. "Feedback has been amazing. It will certainly live in the memory as a big turning point for the company and you guys were part of that."
Company: Carlsberg UK team
Event: Sales conference
Venue: The Queens Hotel, Leeds
Date: 18-19 January 2017
BOMBARDIER PALE ALE LAUNCH
Brewing company Charles Wells held a staff event at its on-site bar to celebrate the launch of the new Bombardier Pale Ale. With 75 delegates, the objective was to raise awareness about the brand's new marketing campaign, which was designed to celebrate individuality. As well as tasting sessions, staff were invited to take part in activities such as a pub quiz and a drum hero competition, with a year's supply of Bombardier as the main prize. The event ran during the bar's opening hours from 5.30pm to 8.30pm.
"We wanted everyone to try the new product and understand the brand campaign, but we keep our bar opening hours relatively short to promote responsible drinking," says Paul Hutchinson, PR manager for Charles Wells. "Our staff are vital to our success and we hold regular events to ensure they fully understand the different campaigns we run for our various brands."
Company: Charles Wells
Event: Staff event to launch Bombardier Pale Ale
Venue: Charles Wells, The Brewery, Bedford
Date: 13 October 2016