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A Power Station case
study.
Creative Thinking Solves Symposium Challenge
Zurich Financial Services is one of the largest and most successful
providers of financial services in the world and its Corporate
Customer Symposium has established a central and prestigious role
in its marketing and communications strategy.
Staged every two years, it attracts more than 200 risk managers
and chief financial officers, allowing Zurich to forge close relationships
with its major customers from around the world.
For this particular conference, Zurich decided to abandon the
usual corporate venues and chose instead a disused factory within
an industrial area on the edge of the city. With no infrastructure
of facilities, this venue - while giving The Power Station plenty
of scope for creativity - presented a formidable challenge in terms
of logistics and creating the right atmosphere.
Our specialist team was brought in to devise a theme for the event,
compile the programme - including speakers, interactive sessions
for delegates, social events and entertainment. We were tasked with
the entire staging and production of the event and we had to produce
all the supporting marketing collateral, including printed and electronic
material, the web site and delegate gifts. We also enlisted the project
management of QTS to project manage the sourcing and managing of
hotel accommodation, travel arrangements & catering.
We developed the theme of 'Mind over Matter', which illustrated
the changing nature of risk facing large corporations, from tangible
risks to the intangible, such as brand value and intellectual capital.
This theme enabled delegates to consider new areas of risk, such
as e-business, and to consider new solutions, including brand protection
and Alternative Risk Transfer.
Mind over Matter not only suited the programme content, it described
the task we faced in using a disused factory as a setting.
Undaunted, we transformed it into a superb conference venue, with
partitioning and lighting to create a theatre and staging, with
a dining area, exhibition area, kitchen and toilet facilities.
We also established a communications infrastructure for delegates
so they could stay in touch with their businesses, and designed
a Cyber Café with electronic messaging.
When the business presentations were over, a futuristic entertainment
was staged, 20 metres above the delegates' tables at the gala dinner.
Kevin Relihan, Head of Marketing and Communications, Corporate
Customer Division, Zurich Financial Services, said: "Having
worked with The Power Station on earlier Customer Symposia, they
know how important it is for us to deliver a quality event.
"Their creative approach ensured the programme
was of real interest to our major customers, and they transformed
the venue into a remarkably successful backdrop. It was certainly
an event that our customers will remember."
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