Conference Line has rebranded as CL Events & Venues and is targeting the CSR event market in response to client demand.
The London-based agency, which offers venue-finding, event management and client networking events, has also expanded its team with the appointment of sales director Louise Henry, who formerly led Richmond Events' Marketing Forum, to develop new business.
"After 22 years as Conference Line, it's time for an image overhaul and a new look to truly reflect what we do, which is far more than conferences," said Henry. "In the past 15 years, we have also been successful at creating showcase parties, award ceremonies, incentives and charity fundraisers."
The agency is targeting the CSR events market by creating a range of low-cost options for recession-hit corporates. These focus on community service activities including building classrooms and revamping parks.
"Soon after joining CL Events & Venues, I noticed that some of our clients were wary about asking their suppliers to dig deep to support charity events in what is a difficult economy," said Henry. "The guests still pay to support the event, but it's a nominal amount compared to the higher production costs of a charity party."
She was confident that CSR events are still on the agenda for corporates despite the recession: "These events raise morale, provide media exposure and are still a key issue."
The focus on low cost CSR events follows CL Events & Venues' success with running charity events for the likes of Superdrug. The pharmacy retailer's Out Of This World Party for 800 suppliers raised £340,000 for the Prince's Trust, Kids Company and Teenage Cancer Trust.
Among CL Venues & Events' other new initiatives is a series of client networking events that are scheduled to run throughout the year. These include a golf clinic in June, and a coaching breakfast to guide clients on working with the media.
The agency's new website has also been bolstered with special offers at hotels, news and destination features.