“Incredible Inchcape” Event for Global Car Retailer

Posted by: Line Up on May 2nd, 2012 IN Conferences

The 17-19th of April saw members of the Line Up team flying up to bonnie Scotland to host an experiential event for global car distributor and retailer Inchcape.  The focus of the event was to immerse Senior Managers in the company’s rich, pioneering heritage, communicate its future plans and gain commitment to its growth agenda.

Line Up - Incredible Inchcape

Branded “Incredible Inchcape”, the event was held at the Fairmont Hotel in St Andrews– close to the iconic Inchcape lighthouse, from which the company takes its name.

The creative theme for the event was all based around the making of a movie  – using content shot by our in-house producers and live location experiences to immerse delegates in Inchcape’s story and future growth vision.

To create intrigue, just under 180 Senior Managers were sent personalised video invitations from Inchcape’s Group Chief Executive on branded USB cards, inviting them to be part of “something incredible” without disclosing details of the event content.

At the venue, the filmic theme continued with delegates given an “Access Pass” and taken to a “Green Room” dressed as if a film was about to be shot. Guests were then welcomed into a “Studio” space, where a 180 degree projection screen helped create an immersive and adaptive environment that became the central hub of the event.

After a welcoming session, delegates were given branded clothing for an evening of activities themed around the Inchcape “pioneering spirit”.  The Studio hub was transformed into the inside of a 19th Century ship and the 180 degree screen showed the view from inside a ship as it pitched on a restless sea.  Sound effects were used to heighten the experience.  When the ship reached land, delegates were ushered “onto land” making their way outside to a camp area of seven yurts.

The evening meal in small groups in the yurts was designed to encourage delegates to share their inspirational experiences of being part of the Inchcape family and to hear the personal stories and reflections of others.

The next day small “Discovery Sessions” allowed break out groups to discuss plans for achieving future growth.

Inchcape’s Scottish heritage also featured heavily in entertainment surrounding the event, with bagpipe workshops, Scottish dancing and a traditional Scottish Gala Dinner and annual awards ceremony.

Line Up - Incredible Inchcape - Bagpipes

Our Head of Events, Jess Littman said,

‘This was a spectacular conference. We drew a lot of inspiration from the company’s rich heritage and focused on making every delegate feel an individual part of the Inchcape story. The key message was that they will write the next chapter in the story, so now is the time to leverage their confidence, courage and commitment in order to focus on achieving incredible growth’.

We handled every aspect of the event, from experiential production to video, web and content design, delegate management and logistics so it was fantastic to see it all come together!

Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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