The brief. Connect and deliver 3 days of tradeshows, awards, immersive experiences, insight and keynote sessions.
The format of the conference fell into 4 main categories:
Plenary – a series of presentations delivered by senior IHG leaders focused on future strategy and growth for hotels
MarktPlatz – an opportunity for IHG suppliers and internal corporate functions to present their latest products and services to hotel owners and general managers
BrandLIVE – hotel brand immersion environments designed to take delegates on a journey from brand strategy and standards through to hotel estate growth and commercial results
Bitesize – delegates were invited to attend a selection of short TedX style sessions around industry insights and best practice
To capture the conference theme, we worked with the IHG team to develop an active visual device called ‘energised strands’ representing each of the three conference zones: Bitesize, Marktplatz and BrandLIVE. By using multiple bright, interwoven shapes and patterns, we created immediate standout and expressed collaboration, differentiation and acceleration through CGI, motion graphics and animation.
An immersive brand experience.
BrandLIVE involved the development of a unique creative concept for each hotel brand including InterContinental Hotels & Resorts®, Holiday Inn®, Holiday Inn Express® and Crowne Plaza Hotels & Resorts®. Each experience was designed around a physical 3D environment that immersed the delegates with a full sensory experience of each brand, its range of initiatives and new offerings. BrandLIVE was brought to life from vast amounts of content which culminated in a grand total of 149 metres of exhibition space.
IHG were collaborating with multiple agencies on the project, so it was vital that the conference identity would translate across any medium and carry a consistent message. Simplicity and clarity was key. We used the existing brand identity as a springboard and added a richer more celebratory feel by integrating custom 3D visuals, illustration, iconography and an active tone of voice.
Merging the real world with the digital.
IHG were keen to ensure that all delegates would enjoy a seamless experience before, during and after the conference. Our remit included teaser emails, the UX and design of a registration website and all booking and follow-up digital communications.
We were also tasked with designing and developing an interactive iOS and Android ‘companion’ conference app that would ensure that delegates got the most out of their experience. The app enabled people to check the day’s agenda and plan their schedule and sending push notifications to remind them when and where their next talk was taking place.
"The scale of this project necessitated careful planning, but also agility. The depth of the partnership we built with IHG enabled us to anticipate and respond to our client’s needs quickly and flexibly to help meet their objectives. We’re really pleased that we were able to help IHG make Europe Conference 2017 the best yet!"
Mr B & Friends
“For an event of such importance and scale, it’s imperative for IHG to work with partners we trust. Mr B & Friends didn’t let us down – their creative thinking and proactive approach helped us to make IHG Europe Conference a huge success.“
Vice President, Corporate Affairs, Europe
5/5 delegate approval rating