Annual Toyota GB Dealership conference 2011

Why the NEC?
The client was looking for somewhere that allowed them to be flexible space so that could create a real live experience, allowing them to immerse their delegates in the Toyota brand. The high ceilings in the hall used were ideal to help create a “wow” factor entrance for cars by hiding them in the roof and flying them into the conference to reveal them.

The flexible space in the NEC was ideal for the creative team at Toyota as it allowed them to create a circular space that has floor to ceiling scanachrome. This meant that while the delegates were eating lunch images of the brand were projected around them offering an amazing and immersive visual impact.

Space used
Hall 5

The Success
There was a change of hall in late September, from hall 12 to hall 5 as the client wanted to use the space for three events so they required a longer tenancy. This hall was also larger with a higher ceiling height so it actually fit the requirements of the event more specifically. However, the change of all and lead time meant that the set had to be redesigned to make the most of these features.

Each day also had different focus to target different business groups on each day, so and effectively three conferences were being delivered over three days.

Marketing Director of Toyota GB, Lance Bates, said, “The conference was a significant challenge for all concerned with the requirement to deliver three distinctly different conferences to three diverse audiences. However, the ‘blank canvas’ of the NEC allowed us, together with our production company, LGA, to deliver a solution that received hugely positive feedback from those who attended.”