CHALLENGES
Addleshaw approached Make Events to create a launch event in their new offices. The challenge was we had to plan the event before the building was open. They also wanted to hold it on a Thursday which is a peak networking day in Manchester and guests would be receiving multiple invitations, so the invite had to stand out above everyone else’s.
SOLUTIONS
We created an invite that teased information on the entertainment and the quality of the food & beverage to demonstrate that this event wouldn’t be one to miss and of a better standard of others held in the city that night. We worked along-side the caterers to design a menu that was creative and appealing but that could also be prepared off-site in case any of the kitchen equipment wasn’t ready for the launch.
We procured Mr Wilsons, a New Orleans jazz band that play classic house music dressed as Dr Peppers (yes you heard it right!) to play outside the building on the street, welcoming the guests but also creating great social media content for attendees. Once inside the venue guests were served by waiting staff who mid-way through the service revealed they were in fact a house music string group and stopped serving canapes to provide electrifying music!
RETURN ON INVESTMENT
The guest acceptance rate was higher than expected at 80%. Guests that intended to “pop in” stayed much longer than planned. Much of the nights entertainment was shared on social channels portraying the image of Addelshaw as a modern, fun and leading law firm.
