Our Work

I Am the Event of the Future

Wednesday, 02 September 2015

Hilton Birmingham Metropole, Birmingham

Longstanding venue partner Hilton Birmingham Metropole and mclcreate came together for a showcase event to demonstrate how personalisation can be utilised to create a meaningful and impactful event.

The event "I Am the Event of the Future" attracted over 200 event professionals and brand representatives from across the country including longstanding clients, event planners, agencies and guests.

The showcase provided the vehicle to demonstrate the hospitality and facilities of the conference hotel while providing a real life example of what was achievable by engaging with the guests before the event and building the event around their feedback.

The concept behind the showcase was simple. By placing the guests at the heart of the event through utilising personalisation in both the planning and execution we would be able to tailor their experience from their arrival through to the gala evening and night's stay.

Guests were asked a series of questions via an online survey upon registration for the event. The survey was created to be as engaging as possible through the use of imagery to quickly and easily provide answers to a number of questions which could be used by our Creative Studio team to create result based content for the evening.

Such questions included 'long or short?' where the corresponding answer was used to define in advance a Mojito or a Cosmopolitan cocktail selection for the pre-dinner reception. Another was 'who's your celebrity crush?' which was used for those staying overnight where a tent card was produced of their crush and placed on their hotel room pillow alongside a branded 'I'm dreaming of the event of the future' door card.

On arrival at the hotel guests were directed to a registration area where 4 large touchscreens facilitated check-in. On entering their name, a welcome pack for each guest was provided which included their room key if staying overnight, a welcome letter from the hotel, and a lanyard and name card.

The pre-drink reception provided an opportunity for the guests to socialise before the dinner and experience some interesting event technologies including an interactive digital globe, a large multi-touch digital table and a self-service bar which utilised RFID technology.

Background music for the drinks reception and dinner was compiled from another of the survey questions, which asked for their favourite band. 

Once everyone was seated for the formal sit down meal, guests were welcomed by Patrick Stapleton general manager at the Hilton Birmingham Metropole and Jamie McAffer creative director for mclcreate. On each of the 28 guest tables, iPads had been placed that enabled guests to set the colour theme of their table and take photographs throughout the meal which greatly encouraged table engagement.

An impressive arrangement of 9 projection screens with supporting Glux LED circled the central stage area and was utilised to show featured answers and phrases from the survey forming the backdrop of the dinner.

Humourist and former Guardian columnist Guy Browning enthralled the guests with his witty insights as the after dinner speaker before Patrick Stapleton brought the evening to a close.

When asked about the event, Tim Spencer managing director of mclcreate commented, 

“We are in a new era of event production and we are aiming to illustrate, in practical – not cosmetic – ways, just what this means, and I believe the showcase event demonstrated our abilities in this field."

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