Client: Wells & Young's Brewing Company
Event: Annual marketing conference
Group size: 150
Date: 8-10 September 2008
Venue: Wyboston Lakes Conference & Training Centre
The Brief: Wells & Young's Brewing Company wanted to hold its annual marketing conference to communicate its business and marketing plans to 150 senior sales staff, the board and stakeholders. The event also aimed to reinforce the values of its brands, which include Corona Extra and Bombardier bitter. The client required on-site accommodation, meeting space for 150 delegates and several break-out spaces.
Challenges: Wells & Young's needed a centrally located, accessible venue because delegates would be travelling from across the UK. The client also wanted to break away from the traditional auditorium-style presentation.
Solutions: The client opted for Wyboston Lakes for a second year running due to its flexibility and accessible location.
Wells and Young's designed a two-day event, with a House of Brands theme, to allow delegates to immerse themselves in rooms customised with all the elements of each the company's brands.
Most of the event took place in The Fairways Suite, and the syndicate rooms became branded spaces. One of the largest meeting rooms was transformed into a beach, with parasols, palm trees, fake sand and deckchairs.
Execution: The programme began with a film about House of Brands. The group was then divided into six teams of 25 to attend the seminars. After a buffet lunch at the venue's Waterfront Restaurant, further brand seminar sessions continued and, following the closing remarks, there was a wine-tasting, barbecue and live band.
On the second day, the group was divided for break-out sessions to allow them to design specific business sales plans. Once these were set, delegates had the afternoon to enjoy a round of golf and the venue's other facilities.
Verdict: Wells & Young's marketing director Chris Lewis was impressed with the venue. "We achieved the intimacy we were looking for and delegates could ask questions in an informal environment," he says.