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Case study 4
Market:
Government - US Navy primary client but also partners, including Sanyo and Sun Microsystems.
Event:
3 day event in London (previously Bahrain and Naples). Daily plenary, plus exhibition forum and one-to-one workshops plus a social programme to support networking.
Audience:
1,000 invitees, 400 attendees internationally at various levels, including the highest ranking and non-ranking military personnel.
Objectives:
To provide an environment in which companies could sell their products and services to the US Navy. Also to offer a forum to support networking and knowledge share.
Destination:
London - Church House was the last venue.
Venue:
Key Criteria - location (proximity to the centre of UK government) and security.
Timing:
18 months from concept to delivery and reconciliation. The last event (London) was postponed 2 weeks prior to delivery owing to the Iraq situation. The event was eventually staged 4 months later.
Budget:
Delegates paid a nominal fee to attend. See below for contract solutions.
Challenges:
No existing invitee database and limited profiles available. Highest security. Postponement of the event 2 weeks before the event.
Solution:
TMT created a database of invitees based upon a comprehensive knowledge of the market sector. TMT undertook comprehensive emergency planning for security, in particular, including arranging sniffer dogs, snipers, venue searches etc. Event postponement - TMT negotiated contracts vigilantly with venues, food and beverage providers, hotels etc. to ensure maximum flexibility to change dates and minimise cancellation charges in case of an international incident.
