Project Description

Alfa Romeo held a 2 part conference over the course of 4 days at the N HOW Hotel in the Italian city of Milan. Two separate groups attended- Business owners who were flown out on a private charter from Farnborough followed a couple of days later by the 150 service and sales managers who were on a private charter out of Stansted.

The main objective for this event was to mobilise each audience to leave convinced that ‘this time it’s for real’, hence TMB Events working title “ORA E SUL SERIO,” demonstrating the rebirth of the Alfa Romeo brand in the UK since its heyday in the 1970s and 1980s, and eradicating any previous “false dawns”. We also hoped to energise and motivate dealers and staff for the forthcoming year. The goal was to get guests to believe in the messages that they hear, believe in the exciting products that they see and drive, recognise the passion at the core of the brand and those who will deliver the experience to the customer. Both the conference location and the proving ground at the Balocco Test Track were essential for the guests to experience the exciting products that they see and drive.

TMB Events Solution

TMB Events managed the invitation process including all guest lists and communication successfully, delivering a seamless service. We also worked alongside a DMC local to Milan who through years of experience could help with suggestions and booking over in Italy. TMB Events sourced the accommodation- N How Hotel, arranged the transfers as well as booking restaurants etc. and supplying the AV/production element. This at times did prove challenging, partially due to the Italians laidback approach, as well as the problematic traffic in Milan and therefore we had to remain flexible both pre-event, and when on site.

The Outcome

Having successfully executed the 4 day event in Milan, TMB Events were appointed the preferred agency for Alfa Romeo for a further 3 years, which involved the organization and delivery of several events throughout the UK.