Case study: Indesit beats targets at Evolution launch.

The flexibility of the Evolution Battersea Park venue enabled the white goods manufacturer to exceed the sales objectives of the event while running on a reduced budget.

THE BRIEF: Indesit wanted to launch its new Indesit, Hotpoint and Cannon product ranges to 450 UK independent retailers. In the past two years, the company had launched new products via regional roadshows, but wanted a landmark event in central London for 2009 where guests and their partners would be treated to a dinner and an overnight stay in a luxury hotel to thank them for their support.

Line Up was appointed to manage the event, from concept, design and technical production, to content creation and delegate management. Indesit events manager Jayson Weston says the event needed to provide a platform to 'explain new strategies, build on existing relationships, and exhibit new products'. It also needed to provide a forum where independent retailers could meet with the company's regional sales managers to talk about the new products and place orders.

Weston adds: 'We wanted delegates to have the full customer experience, so it was important that we used a quality hotel and gave them a great dining experience.'

CHALLENGES: Weston says the biggest challenges were caused by a reduction in budget. 'Due to market conditions, the budget was readdressed, and we also needed to get more value for money out of the event without impacting on delegate experience,' he says.

The event was originally going to be held at Excel London but had to be moved to meet the lower budget.

This meant finding an alternative London venue big enough to accommodate two exhibition areas for the Indesit and Hotpoint products, as well as an area for the presentations less than three months before the event.