IHG - Commercial Account Workshop 2019

 

Video Credit: Leap Productions

Info

Client: Extreme Networks

Event Name: Commercial Account Workshop 2019

Dates: June 2019 & July 2019

Location: Belfast & Vienna

Project Manager: Matthew Peek

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Background

For this year’s 2019 Commercial Account Workshop Series, Unicorn Events were briefed to produce two separate events for the IHG Commercial Team, in both the UK & Ireland market and throughout their branded properties in Continental Europe.

With a  focus on driving performance through IHG’s branded hotel commercial teams, the underlying messaging was to build on the momentum of engagement, aligned goals and results.

The thre main objectives of the Account Workshop focused on:

  • Expanding account knowledge and identifying opportunities to drive revenue.

  • Developing a better understanding of IHG and our sales programs.

  • Personal development of our Commercial Leaders.

Each event, a three-day conference including an offsite gala dinner, consisted of relevant and engaging plenary sessions, followed by interactive 1-2-1 meetings alongside productive workshop breakout sessions.

 
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Delivery

  • We worked closely with the in-house properties at both Crowne Plaza Belfast and InterContinental Vienna, in developing the logistics that surrounded the event.

  • Alongside the Senior Stakeholders, we refined the content engagement pieces being delivered, while reinforcing key messaging throughout each conference.

  • As well as delivering key and relevant topics throughout the general sessions, we also created a dynamic and interactive space where delegates could utilise and enjoy, even when not in a 1-2-1 meeting.

  • We produced an effective stage and set solution to help maximise impact from onstage speakers.

  • Working alongside the branding and PR department, we helped design assets, drawing the most from an existing concept which could be used throughout the campaign.

  • We brought together external but relevant keynote speakers for both events, which supported our messaging on “responsible business.”

  • We produced a full offsite gala dinner program, including immersive and interactive experiences for guests.

  • Our creative team produced all the event printed collateral.

 
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Outcome

  • We were able to create a dynamic environment where IHG were able to fully maximise the opportunity in delivering this highly anticipated program.

  • The educational piece of the conference, by way of intimate account workshop, complimented the plenary sessions brilliantly.

  • The 1-2-1 account meetings provided a positive way to open up conversations and identifying opportunities to drive revenue within IHG.

  • Through a completely unique and interactive delivery of complex updates and information, guests were instantly able to relate and understand what was being communicated from speakers.

  • Immersive dining experiences in both locations.

  • We received hugely positive feedback from both IHG Senior Leaders and from delegates who attended.

 
Hannah Luffman