A multinational producer of consumables asked CWT Meetings & Events for support in organising their launch presentation for a new hair colouring product in London. Eighty top clients were invited to the release party. CWT M&E was asked to arrange accommodation, transfers within London, food & beverages and the supporting programme for the main event, which was organised by the client itself.
Identifying a unique location close to the main event was the greatest challenge in the planning process. All services had to be outstanding to ensure that they would be memorable for the customers and to increase awareness of the new product within this important target group. As London is an expensive city, the requirements were not easy to meet within the budget. For one of the dinners, the client wanted allocation that reflected the theme “blonde, glamour and glitter”.
It soon turned out that a five-star design hotel in the centre of London would be the perfect accommodation for the guests. After their arrival they were picked up by buses and brought to the London Eye, where three private capsules awaited them with stunning views over the city, a first-rate finger-food buffet and champagne. Dinner was served in an exclusive steakhouse, after which the guests were brought back to the hotel for a rooftop party–something very rare in London. The next morning they had breakfast in a private restaurant separate from the other hotel guests, and in the evening the main event took place. At check-in, special animations provided by the client and adapted accordingly were shown on a giant LED pyramid on the conference floor of this stunning hotel.
CWT M&E negotiated the room rates and services and organised the transfers, the London Eye, the steak house dinner and the rooftop event as well as breakfast. We also arranged all contracts and payments for the client.
Communication with the hotel was facilitated by the good relationship between CWT’s project leader and the hotel management and direct contacts. This allowed us to organise exclusive and very special services such as the rooftop party, the private breakfast and the use of the LED pyramid to create the wow factor. The participants were extremely impressed by the different locations and events, all of which were exclusive and glamorous. They are sure to remember their ride on the London Eye with stunning views over London as an amazing experience.
As CWT M&E has good relationships with various transport providers, we were able to achieve attractive rates for the transfers. CWT M&E negotiated a discount of approximately 4,000 euros with the hotel. Everything went very smoothly for the client with amazing effects within one reasonable budget. Although it was the first time that CWT M&E had organised this event, the client was so satisfied that they placed an order for the following year straight away.
“The participants were extremely impressed by the different locations and events, all of which were exclusive and glamorous.”
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