Client: Philips Consumer Lifestyle
Event: Customer event
Group size: 4,000
Dates: Groups from 23 January - 13 April 2009
Agency: TFI Group
DMC: Portugal Travel Team
Venue: Penha Longa Hotel, Sintra
The Brief: "Philips wanted this event to cement customer relationships, showcase and increase awareness of products and offer an opportunity for discussions outside of the normal working environment," says TFI Group divisional director Penny Jekyll. It was also an opportunity to train staff on new products, celebrate successes and share best practice.
Challenges: The event ran across 11 weeks, with 43 groups from across Europe, including staff, customers and key account clients. "There had to be consistency while still ensuring groups were able to put their own stamp on the event," adds Jekyll.
Solution: TFI allocated individual account managers for the individual groups and, where possible, ensured that groups were managed by staff that spoke their language. Portugal Travel Team and the hotel then also allocated their staff accordingly.
Execution: The event ran over two and a half months with a total of 43 groups, comprising more than 4,000 delegates. Each event started with 'product introduction meetings' for group sizes ranging from 150-370, followed by individual events ranging in size from ten to 180 delegates and from one to six days in duration. The Penha Longa was booked on an almost exclusive basis for the duration, with all meeting rooms converted to display Philips products. A large marquee was also erected to enable groups to experience products with their own country's sales and marketing managers. Each group had a dedicated TFI project manager to devise individual programmes to include initial registration via a website, flights, airport transfers, dinners, entertainment and activities, together with rotational meeting schedules.
Verdict: Bart Logghe, senior director for Philips Consumer Lifestyle, says: "The event was a huge success and enabled us to engage with our international and top local customers. This is at a time when staying close to our customers is the most important thing we can do to address the economic challenges we all face. TFI did a great job."