Our Work

JTI Line Management Meeting 2014

Wednesday, 25 June 2014

Emirates Palace, Abu Dhabi, UAE

The JTI Line Management Meeting was a three-day event bringing together 300 senior JTI managers from across the globe. The delegates convened at the luxurious Emirates Palace in Abu Dhabi. They attended a series of presentations, workshops and an exhibition day, gaining insight into activities and developments across the company and industry. 

The brief was broad, and mclcreate provided three main areas of service: pre-production and production of conference presentations, logistical setup, and technical equipment and support. Having oversight and input into all areas of the event allowed mclcreate’s teams to create a cohesive and integrated experience. 

During the months before the conference, mclcreate’s account teams travelled to liaise with the speakers in London, Geneva and Moscow. Creative and audio-visual production then began, resulting in a unified and flowing series of sixteen presentations over the course of the three-day event.

mclcreate assembled a team of 200 crew to handle event setup, working for two days to get the necessary infrastructure in place. As part of the conference, an exhibition provided a setting for fifteen different brand teams to showcase their research and products. Through working with these different brands, mclcreate was able to build a bespoke exhibition stand for each of them, while producing an overall harmony as well.

The conference’s big technological showpiece was a 30m x 5m curved screen, sourced from mclcreate’s technical partner Creative Technology in Dubai. The team of creatives, content producers and graphic designers helped to bring this and other top-of-the-range technical equipment alive.

The brief also called for corporate hospitality. An opulent 60m marquee in the style of a traditional tent, rigged with lighting and sound, was the setting for the Dinner in the Desert. Delegates were treated to a lavish meal and traditional dancing, while enjoying spectacular views thanks to the marquee’s waterside location.

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