Case Study: Definitive Events

Sport Business News

Manchester, UK–based Definitive Events is a company which helps its clients deliver successful events which make a lasting impression and achieve their communications objectives.

With 11 years of UK and international experience, working with a wide range of corporate and public–sector clients, it offers a number of services, including live event management; incentive travel programmes; professional conference organisation; corporate hospitality programmes; delegate management; online registration and event website development; and venue finding. Sports events is an important area of activity for the company. In 2008, for example, it devised a global retailer hospitality programme for a major sports clothing manufacturer at the 2008 Beijing Olympic Games. Lisa Pennington, Managing Director of Definitive Events, commented: "Our client saw the Beijing Olympics as a key opportunity to build relationships with its biggest retailers from around the world. We were therefore asked to create a once–in–a– lifetime customer experience at the event for hundreds of guests from 26 different countries. We had successfully managed a similar corporate hospitality programme at the Athens Olympics in 2004 and our client, which has sponsored the Modern Pentathlon since 1995, realised the benefits of working with an agency with such relevant experience. As well as organising all of the flights, logistics and accommodation at the Sheraton Great Wall Hotel in Beijing, Definitive Events created a bespoke hospitality venue within an art gallery which we had identified. We partnered with a US–based design agency to fit it out and fully brand it. Our team flew out to Beijing ten days before the client started its programme of events to ensure that everything was in place before the arrival of its customers. The guests went to two sporting events at the Olympics each day and took excursions to local sites of interest. Full hospitality was provided for guests daily at the hospitality centre, where our team had set up a fantastic relaxation area complete with Nintendo Wii, a pool table and a foot masseuse service. "Surpassing expectationsBeing involved with such a massive event as the Olympics proved a major challenge for Definitive Events–but one which has certainly paid off. "Understanding and overcoming the language and cultural differences in China was a challenge, " admitted Pennington. "It was hard work, but the feedback we got from the client made it all worthwhile. All the guests said that everything had 'significantly exceeded their expectation'. Being able to spend one–on–one time with key customers over five or six days really strengthened our client's relationships and endorsed their brand, which was their primary objective. "She added: "It felt very special to be part of such a prestigious sporting event as the Olympics. The return on our client's investment became clear as it forged close relationships with their most important customers around the world. "www. definitiveevents. co. uk

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