Amadeus has chosen IAKI to organize a convention with strong customer engagement. Franco Lualdi, General Manager of IAKI, tells us how it went.
What were the clients’ requests in the brief?
To position Amadeus as IT provider, market leader in the travel business, generating new leads through a wide and promising network of contacts. To make Amadeus recognized as the best provider of technology in the travel industry: this was was the initial input.
How did you tackle them?
Amadeus was likely to be perceived as a giant only for large companies, whereas flexibility is his best weapon, and thanks to its heritage it can meet the needs of all. So we of IAKI decided to set up, manage and organize a convention, which we have named “Travel Technology Day“. A convention with a strong technological appeal related to the communication strategy designed for the brand so far. All on the tracks of customer engagement. It is our coat of arms, let’s not forget it!
What have been your schedule to organize the convention?
We started with a communication concept that was going to meet the needs of the client and of the public, that had technology and familiarity as a bridge between. The trip, in all its interpretations, has been the common thread of communication that has accompanied guests from the beginning to the end of the convention. After several visits, we chose the historic rooms of the Bovara Palace in Milano which hosted the convention and the luxury catering. From below the line materials placed at the entrance, and along the path, to the rooms, the video material in the main hall, all with the aim not only to communicate Amadeus’s brand identity, but also to take the guests on a journey, to stop their time making them escape to countries far away.
What tools have you choosen to entertain the guests during the convention?
In addition to btl materials, we wrote famous travel quotes on fabric panels that served as window covers, we have produced a mood video shown at the opening and at the closing of the convention, and we designed the rich presentation to support all the Travel Technology Day. A kind of lounge event where the speakers have felt at home, seated on leather chairs that cut the gap stage-audience to zero. The choice of the display, the location and the positive atmosphere have made the event a very nice moment of exchange and encounter: social occasion, although outside the boundaries of social media marketing
Franco clears his voice and says…
Well not really outside the boundaries of social media marketing, there was live twitting. A virtual exchange between speakers and the company, to engage also those who could not be physically present at the convention. It’s a way to keep the link offline-online. Also during the event, we activated the live streaming on Sole 24 Ore website so that everyone could stay up to date with the convention in real time.
What were the results of the Travel Technology Day convention?
It had 200 participants, twice as many as expected, and it was a meeting point between technology and familiarity appreciated by guests and by the brand itself. The trump card of the communication concept of IAKI who designed the event in all its parts, was, above all, the ability to create an intimate atmosphere: from the sixteenth century facade, until the monumental staircase, through the floors inlaid wood, air of conviviality has been breathed for the entire duration of the convention.
Watch the mood video anad enjoy your trip.