- Client - Toyota Motor Europe
- Event - European Retailer Meeting
- Delegate numbers - 6,000
- Requirements
Toyota Motor Europe was looking for a venue to host a European Retailer Meeting for its European dealer network. The objective of the event was to update 6,000 dealers on the company's business objectives and product developments.
The format of the event included a business meeting, exhibition and gala dinner, in two back-to-back groups of around 3,000 delegates over a three day programme.
Delegates had to be transported from 17 hotels around the capital and arrive in time at ExCeL London for the start of the main event.
Each of the 28 European countries represented at the event were invited to host an offsite meeting or social event for its national network. As each country had a different budget, it was important to find the appropriate mix of hotels and social venues.
- Event Solution
Delegates were flown into five London airports, as well as arriving by Euro Star at St Pancras International, where they were met and escorted by Maritz representatives to their hotels.
A welcome dinner was held by each country on the first evening, with optional sightseeing tours, museum visits or shopping trips available the following morning.
By mid afternoon, Maritz enlisted 136 coaches to transfer delegates to ExCeL London for the main event in a purpose-built auditorium for 3,000 delegates within ExCeL London's flat-floor space.
First off was a business meeting which included keynote speeches from Toyota's top executives and a presentation of the latest and future models. Jack Morton's choreographed show featured more than 120 dancers, acrobats, percussionists, 50 cars and the Toyota F1 team.
Delegates were then invited to stroll around a separate exhibition area, where canapés and champagne were served. Following this, guests were led into a gala dinner area where ExCeL London's catering partner, Leith's, had 500 bilingual waiting staff serve champagne within three minutes. The evening ended with performances from some of London's top West End musicals, dancing and a live band.
- Results
"Having received feedback from many retailers and attendees, it's clear that we really inspired and motivated our guests. It was a world-class experience." Paul Van der Burgh, Marketing Director, Toyota.
"In my opinion the 2008 event exceeded the high standards achieved in previous years and this view has been endorsed by feedback from both the client and retailers." Julian Pullan, Managing Director, Jack Morton Worldwide
- Floorplan
