In the following weeks, we will introduce you to the Eventex finalists – those extraordinary eventprofs who are competing for a Global Event Award. You will meet them in person come January at the special gala ceremony at Croke park but first, we would like to offer you a brief preview of their projects and products that transform events into cutting-edge experiences.
Best Festival Finalists
Allerhande Kerstfestival by Xsaga
11 – 13 December, 2015 | Utrecht, Netherlands
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Allerhande Kerstfestival took place at the Railway museum in Utrecht, Netherlands. The festival was organized by Xsaga for Albert Heijn (AH), the largest Dutch supermarket chain, in order to assert their market position as the premium destination for Christmas shopping.
In the days before Christmas, Albert Heijn treated ‘Holland’ to an event, which combines the best of a trendy food-festival with a cosy Christmas-market. AH wanted to inspire and engage their customers in a personal and non-traditional way. For the first time in its history, the retailer positioned the event in the centre of the marketing mix and created its own unique branded content.
The stands of the festival were filled with products from AH and their main suppliers. Visitors were shown how to use and combine them without hassle. There were farmers, fishermen, butchers and famous chefs, so visitors could meet ‘the people behind the products’. The audience was further engaged to participate in workshops like wine-tasting and cooking.
To complete the Christmas feeling, matching entertainment was also provided. The historical railway-station and its surroundings were dressed beautifully to underline the spirit of the holidays. In line with the festival’s motto – ‘everything for a carefree Christmas’, visitors of the festival could compose their own Christmas menu, pre-order the food, and learn how to prepare it easily. The site was divided into different areas, so people could walk easily through it and follow the different courses of the menu.
An independent market research agency interviewed the visitors. Respondents rated the festival with an average of 8.5 from a perfect 10! The results showed that Allerhande Kerstfestival achieved what it set out to do. 81% of visitors would recommend the festival to others. 2 out of 3 respondents say the festival exceeded their expectations, because it was bigger, more diverse and cheaper than they expected. 83% would go next year and 81% say it gave them ideas for Christmas and their festive dinner. 67% of the respondents described the festival as cosy, festive, and with a good atmosphere. Visitors were also impressed by the tasty food and drinks, the good organization, and found the experience inspiring, surprising, and diverse. More than half of the respondents think more positive about Albert Heijn and will visit the stores. Almost 6 out of 10 respondents bought something during the festival.
The Allerhande Kerstfestival was part of a big marketing campaign, which was focused on Christmas. The revenue in 2016 increased by 3%. While it’s hard to measure the influence this festival had on this increase, it’s safe to say the event contributed greatly.
Read full entry here
Career in Bulgaria. Why not? by Foundation Identity for Bulgaria
9 September 2016 | Sofia, Bulgaria
Career in Bulgaria aims at providing Bulgarians who are studying or have graduated abroad, with career opportunities in Bulgaria. The forum, which is of great social and business significance in the country, managed to connect more than 100 of the top companies in Bulgaria, providing excellent and highly competitive career opportunities, with over 1200 candidates from more than 40 countries who’ve studied or have work experience abroad. The forum was once again organized under the patronage of the President of Bulgaria, and with the support of more than 20 media and over 30 forum partners. Parallel to the forum, a conference was streamed online, so that more candidates can be part of the event including a special session in which some of the most successful Bulgarians talked with the attendees and shared their stories and their missteps on the way to success. Candidates who couldn’t attend the forum were also allowed to register, so that their CVs could still reach the top companies.
Over the past 9 years “Career in Bulgaria. Why not?” has grown into more than a career forum – it is a place for sharing knowledge, exchanging contacts, and inspiring people to seek more.
According to a recent survey conducted by a leading sociological agency, every third Bulgarian in the country has a friend or a relative abroad. There are almost 2 million Bulgarians who live abroad, with over 3/4 of them working or studying within the EU. That’s a lot of people for a small nation like Bulgaria and the forum’s organizer aim to reduce these numbers. According to the post-event survey, 94% of the companies and over 70% of all candidates at the forum, found a matching candidate or employer. 96% of all company-exhibitors will come back for next year’s edition of the forum, highlighting the successful format of the forum.
Read full entry here
Magical Lantern Festival by Weli creative Ltd
3 Feb 2016 – 6 March, 2016 | London, UK
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Magical Lantern Festival made its debut with a celebration of the Chinese New Year – a 75-minute cultural adventure walk-through experience which included 52 groups and 1000s of individual large lantern installations.
The main objective of Magical Lantern Festival was to create a truly “east meet west” cultural experience showcasing the rich history and heritage of the Far East through the celebrated Lantern festival. Each group of lantern installations had a different meaning and reflected the contrast of the two different cultures – the symbolic Chinese dragon next to the iconic camellia flower of Chiswick House and Garden; the traditional Temple of Heaven lantern gazing at the Chiswick House, one of the finest examples of neo-Palladian design in England.
The experience started with a Chinese New Year themed welcome lanterns followed by festival food and drink. The central lantern featured a pavilion for merchandise where kids could get a light sword, torch and lanterns.
Passed the ticket point, visitor entered a lotus-shaped long corridor, with two 6-meter tall lotus blooms in the pond with the temple as a background. Overlooking the river, you could glimpse other installations as well. Over the bridge, visitors entered the animal kingdom with 100s of different animal recreations of the great migration in safari park. Overlooking the Temple of Heaven was the 66-meter long dragon with the glittering reflection on the water. Half way through, one could enjoy a cup of hot chocolate and toasted marshmallows to warm up in the cold winter.
The grand finale wowed visitors with a close look at the dragon, the overhead lighting tunnel, the magnificent temple of heaven, world famous Terracotta Army and the giant camellia flower. On the way out, there was food, drinks and more festivities and fun.
The event was covered by major media outlets, including BBC, ITV, ABC News, Reuters, The guardian, Buzzfeed, CCTV, Evening Standard, Metro, mail online, timeout and more. The media value estimated more than £6 million and the press reach in excess of 162,870,520 readers from across the planet within first week of opening its door.
The Magical Lantern Festival has instantly become one of the most popular and top winter attractions in London and hopes to become an annual event year on year.
Read full entry here
OUE Skyspace LA Grand Opening Block Party by Extraordinary Events
25 June, 2016 | Los Angeles, CA, US
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To announce the Grand Opening of Skyspace LA, the West Coast’s newest observation Deck and glass Skyslide, the client’s objective was to create buzz throughout the region and generate press and social media to enhance tourism and generate future income.
OUE is the tallest open-air observation deck and thrill experience in California, with a unique 360-degree view of Los Angeles, located 1,000 feet above Downtown Los Angeles. It features a Skyslide, an outdoor glass slide forty-five feet long, approximately four-feet wide and made of 1-1/4 thick glass as strong as steel. Visitors experience views in a whole new way as they slide from the 70th to the 69th floor! This event was designed to lure people to the deck and to ride the slide.
LA is a cultural mix of people. To draw a huge crowd and make it all inclusive, the organizers used international gourmet food trucks, a global approach to entertainment including Snoop Dogg, Far East Movement and countless other acts featured on a mainstage worthy of Coachella. Family-friendly interactive entertainers such as YMCA Yoga demos, Playworks (family games for the youngsters), a show group of young rock musicians and several multi-cultural dance groups showcased local talent and supported the ethnic communities.
The organizers peppered the streets with a dozen of Los Angeles’ hottest celebrity food trucks dishing up the latest in trendy mobile cuisine including organic sandwiches, designer burgers, Indian and vegetarian, Mexican fusion, shaved ice, and grilled cheese…even sushi and Thai.
The celebration gathered 18,000 participants, positive press, and immeasurable social media hits. It was all about attendance and social media hits. It had to say “this is the place to be”. The thrill slide, the fireworks show, Snoop. All created a huge buzz. It was all about exposure for everyone involved. Real-time posts were happening in the thousands, so that the promised hype was delivered. Streets that had never previously been closed were logistically and creatively planned for maximum attendance. The community stage and activities kept everyone entertained all day long while a larger festival-style main stage was the focus for the headline talent.
Last but not least, 10×10 community booth simultaneously raised awareness of homeless youth and underserved schools in LA, and the proceeds from the beer and wine garden were donated to a worthwhile local charity. The community embraced it all wholeheartedly.
To crown the moment, Extraordinary Events produced the first ever Downtown Los Angeles pyrotechnic show allowed on a commercial building visible for miles.
Read full entry here
The winners and runner-ups will be revealed at the gala ceremony at Croke Park, 24 January 2017. Register now and join the league of extraordinary event professionals!
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