'Our client cancelled, but told us to throw a party instead'

TEN6 Creative turned what would have been a wasted event into a spontaneous gathering for industry colleagues and friends.

Matt Culverhouse is Creative Chief Executive Officer at TEN6 Creative.

As coronavirus continues to wreak havoc around the world, the events industry is taking a particularly hard hit. 

As a result of the ever-evolving situation, events are being cancelled or postponed left and right (see: Mobile World Congress, IMEX Frankfurt, Coachella...the list goes on). 

Industry professionals are finding themselves left with fully planned and paid-for events with no one who can attend them.

TEN6 Creative faced this exact situation on Thursday. Only hours before the event, our client was forced to cancel as a result of their company’s new coronavirus policy. The client understood that with such short notice, there would be no way to receive any refund.

Rather than letting the event space and F&B go to waste, we decided to host a much needed, spontaneous party for industry professionals. In a matter of hours, TEN6 pulled together a guest list of 60 for their very own “industry night” at Morton Society in London. 

The TEN6 team making use of the venue

The group wholeheartedly enjoyed letting off some steam and taking advantage of a tough situation with drinks, canapes and dancing.

With everything going on right now, it’s easy to get overwhelmed by negativity. Rather than letting coronavirus ruin a great event, we were able to think on our feet and transform it into a place for our community to come together. 

Now more than ever, we need to be adaptable and focus on creative problem-solving. Making the best of these kinds of situations is a good start. 

This article was written by Matt Culverhouse TEN6 Creative. The views expressed in this article do not necessarily represent those of C&IT Magazine.


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