Mirage creates hospitality event for UK firm

Mirage has revealed how it proposed and produced an exclusive hospitality event during an industry exhibition in Cannes for a UK building and construction company.

The event company said that the event threw up many challenges and logistical issues and there was also stiff competition for the guests' time and attention.

Challenges included the fact that the most desirable locations were booked at least a year in advance; guests would not spend more than 20 minutes travelling; guests had a tendency to leave functions early or 'dinner hop' to competitors' events; guests would often drop out at the last minute; and locally there was nothing new to entice and intrigue guests to attend.

Mirage looked for the ideal venue outside Cannes.

This would have a number of advantages, according to Mirage, as it would open up new locations and ensure the guests were 'captive'.

Mirage suggested that the journey in itself be part of the entertainment - chartering private helicopters provided a quick, unforgettable and cost-effective form of transport.

A bespoke programme was designed to attract VIPs and ensure attendance.

Mirage suggested a bespoke package that would provide an opportunity for networking and relationship building.

As well as entertaining the clients, it would be interesting, informative and relevant.

First, guests were flown by private helicopter to a chateau overlooking Cannes.

Next, they received an exclusive presentation on the Champagne region, wine production and techniques, followed by a personalised tasting of four different types of champagne, each accompanied by a special canape.

This was followed by a light, three-course gourmet lunch, and the guests were then flown back.

Mirage said that for the guests, this approach provided a break from the exhibition and the opportunity to learn and do something different.

For its client, it meant they had a captive, appreciative audience.

The first event was such a success that it is now in its fifth year, and instead of trawling for guests the client has a waiting list.

Feedback shows the event is exceeding objectives and providing the client with value for money.

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