Objective:
Following the acquisition of Best Value Procurement Ltd by Lloyds TSB in early 2005, Revolution Events were briefed to create a series of roadshow events to launch a re-branded offering called Vantage to new and existing Lloyds TSB customers.
The objective of the roadshow was to attract around 200 senior business executives to engage with LloydsTSB over a series of three events across the UK. The Vantage sales team were then targeted with converting 15% of these delegates into specific follow-up meetings.
For PR reasons, the name of the new service had to remain secret during the build-up to the events and was only revealed to the public on the day of the first event.
Our Brief: To increase the delegate appeal of the events, Revolution selected three unusual venues and introduced a special prize draw to win a weekend’s test drive in an Aston Martin DB7 Vantage (awarded to one delegate at each event).
The Historic Armouries in Leeds
The National Motorcycle Museum in Birmingham
The Dali Universe on the South Bank in London
Revolution were responsible for all elements of the events, including the initial concept & scheduling, programme design, budgeting, delegate marketing & registration, audio visual production, contractor sourcing & management and on-site logistics.
Results:
All three events were a resounding success, attracting 201 delegates over the three locations, and more than doubling the proportion of these that agreed to follow-up meetings (63 delegates = 31% conversion).
The launch also attracted considerable amount of press coverage, with seven journalists attending the final event in the series (in London).
