Our Work / TATA
A high-level company reception to spotlight its brand and products /
Services: Full event management including supplier and stakeholder management; delegate management
Challenge: Organise a company reception event that would promote its diverse brands and products to a senior and wide audience
Multinational Tata brought Powwow in to create a reception event that showcased its spread of brands and its innovations, products and services.
The overall theme was ‘pioneering with purpose’. Tata was keen for the event to promote networking and be attended by a senior (C-level) and varied audience, ideally including MPs.
We thought creatively about how best to attract the kind of delegate list Tata wanted. For example, invitations delivered using a masked email address which reinforced the exclusivity and importance of the event and making it more likely that the invitee responded.
When it came to key suppliers a similar approach was taken again using a masked email address, personalising/tailoring the invitations so they stood out to ensure they were not overlooked.
The Powwow team engaged a speaker, Polar explorer Robert Swan, and was successful in securing an invitation acceptance from Anna Soubry MP.
We knew this would create high levels of interest so released this information to delegates just two days before the event to sway those who might be tempted to drop out last minute.
It worked - the evening reception, held at the stunning Royal Horticultural Halls in the heart of London, was attended by around 700 employees, dignitaries, politicians and colleagues.
In all, 10 Tata companies and two partners of Tata were showcased at the event, creating an interactive and highly engaging environment.
What also boosted attendance from a high-level audience was creating an exclusive preview event for 50 to 100 VIPs, which started an hour before the main reception. Delegates were personally shown around the event by hosts and were given the opportunity to network with senior Tata executives in a less busy environment.
A huge well done and congratulations to all of you that made the reception such an outstanding success.Adam Barriball, Corporate Communications Director, Tata Limited