The challenge
Yealink, a Chinese manufacturer of communication and video conferencing equipment, and Microsoft collaborate on meeting room solutions. During ISE, the audiovisual integration trade show held at Fira Barcelona, they wanted to invite a select group of international clients and partners to an evening away from the exhibition centre.
The audience was very diverse: teams from Asia, the United States and Europe. We needed a concept that made everyone feel comfortable while making the most of the fact that the event was in Barcelona. The answer was simple: if the two brands came from China and the United States and the event was in Spain, the evening could speak to all three cultures.
What we did
- Three-culture concept. We designed the evening as a meeting point between Chinese, American and Spanish culture, with nods to each in the theming and the programme.
- Unique venue. The evening took place in a Barcelona venue with stone vaults and a warm atmosphere, well suited to a VIP group.
- Spanish food. We built the menu around Spanish produce: ham, wine and hake cheeks (cocochas), among other dishes.
- Live flamenco. We booked a flamenco performance as the centrepiece of the evening, designed for an international audience.
- After-party. We closed with music and a more relaxed atmosphere so conversations could carry on.
- Shared branding. We integrated the Yealink and Microsoft identities into furniture and details, with balanced presence for both.
The result
Yealink and Microsoft offered their international clients and partners a different kind of evening during ISE, with a concept linking the three cultures present at the event, food closely tied to the destination and a live show that worked for every audience.
VIP events at trade shows work best when they are small, well curated and built on a clear story. We explain our approach in trade show events. If your audience is international and you want to show them Barcelona, see incentive travel as well. Microsoft has also trusted us at other editions of ISE alongside Logitech (see case study).
Would you like to host your best clients during a trade show in Barcelona? Let's talk.
