Onceptualization of an innovative event and sales pitch of the bid.


Project Overview: Students work for an Event agency. They design an innovative event for a client

company, they justify the innovative dimension of the event and they present the

conceived event to the class in the form of a sales pitch.

Overall Aim: To complement the theory provided in class with an opportunity for practical application.

Learning Outcomes:

-Identify and analyze the demand and key trends within the meetings industry.

-Analyse the function of PCOas, DMOas and third party organisers in the meeting and event industry.

Organization & Methodology:

Students work individually to design an innovative event which contributes to solving a challenge that the client

company is facing. Students also must find, organize and assess information related to innovation and trends related

to events to justify the innovative dimension of the conceptualized event. Information about innovation, creativity

and MICE trends can be found in the literature related to events, web sites, databases, articles or reports.

Word count: 1500 words plus portfolio

Tasks and weighting

Students are working as project managers for one of the event agencies listed below; each of these agencies has

developed strong competencies is a specific field of the events industry.

Task 1

Develop a plausible brief (scenario) that an intermediary (agency) can receive from a potential client

company (10%).

A brief is likely to include some essential things like the type of event, number and type of guests, objectives and

budget. The brief must also include challenges that the client company is facing and that the event you will propose

will contribute to solve. a?A good clear brief is likely to produce detailed, creative, concise and tight conceptsa?

(Berridge, 2010). The client company is expecting a?ideasa? from the agency and does not only expect a?organizationa?.

In this project, students control both the brief and the concept of the event. Theoretical information about

intermediaries is available in Davidson and Rogers (2007) course book p. 11-17.

Students must select plausible client companies and existing event agencies and the designed event (task 2) must be

in line with the production of the selected agency. A list of agencies is provided under a?special instructionsa?.

The event to be created must be related to one of the

domains below:

Conference, convention


Product launch



Learning, training

Internal communication

Fair, trade show

N.B.: The client company must not be related to technology and telephone service providers.

Task 2

Design an innovative event which meets the demand of the brief (task 1) and contributes to solving the

challenge that the client company is facing (35%).

The proposal must include the concept of the event and the idea of what the message of the event is going to be. To

a?designa? an event means to plan the production of an event which includes creative and inventive elements in its

concept (Berridge, 2007, p.82-84). It is a process that a?leads onto a pre-conceived outcome from an original ideaa?

(p.91). The case studies proposed in the event agenciesa web sites can be starting points to inspire students (to be

referenced in the project). Example: Event-Planning/

conference-management/Articles/The-Top-Four-Meeting-Trends-of-2014/ for instance are:

-Events should offer experiences and allow interaction

-Attendees want a sense of place.

-Green meetings and sustainability have become another important area of event innovation

-Technology (including social media), which can make the proposal to your client unique.

In task 3, students must select one of these 4 dimensions and critically debate in an academic format the statement

that the projected event encapsulates elements of innovation. At least one quotation from an academic source is

required in this section to demonstrate the innovative dimension of the event.

Task 4

Provide an outstanding written (10%) and oral (15) presentation (use of relevant information sources and

referencing) (25%)

The event which has been designed under task 2 is presented in an effective promotional style (sales pitch) to the

class. Pitching can be referred to as the a?physical act of presenting the conceptual ideas of the bid to the clienta?

(Berridge, 2010, p.209). The content of the pitch must be focussed on the brief, the idea, the guests and the venue

(see other elements in Berridge (2010, p.210-211). The sales pitch has to impress the client to win the contract, so

a a?wowa? factor is expected in the presentation. It is also expected that during the oral presentation (4 minutes per

person +/-10%), students speak accurately; they must not read their presentation. The use of communication material

(Powerpoint posted in Moodle) is requested. More information provided in class


Schumpeter differentiated 5 domains of innovation, out of which

a? The generation of new (or improved) goods/services (in our case, i.e. hybrid events)

a? The generation of new methods of production /processes to provide the services to customers

a? The development of new markets, including new ways to communicate with clients (in our case, i.e. social


The client company must be related to one of the

business activities below:

Pharmaceutical, healthcare, scientific

Luxury and cosmetics,

energy and the environment,

transport and logistics,

insurance and financial services,

publishing media

Resources Available:

Sox, C.B., Kline, S.F., & Crews, T.L. (2013). Identifying best practices, opportunities and barriers in

meeting planning for Generation Y. International Journal of Hospitality Management, 36, 244a 254.

Berridge, G. (2009). Event pitching: The role of design and creativity. International Journal of Hospitality

Management, 29, 208a 215

Berridge, G. (2007) Events design and experience, Oxford, England: Butterworth-Heinemann.

Davidson, R., & Rogers, T. (2006) Marketing Destinations and Venues for Conventions and Business Events,

Oxford: Elsevier

Bowdin, G., Allen, J., OaToole, W., Harris, R., & McDonnell, I. (2011). Events Management (3rd edition).

Oxford, England: Butterworth-Heinemann.


GKv /mbbevents