February 9, 2011

Global Events Wins Judge’s Choice

The 2010 Corporate Event Award winners have been announced, and Global Events has been recognized with the prestigious Judge’s Choice Award for their work with Spanish travel company Pullmantur. Recognizing the world’s most innovative and results-driven strategic marketing events, the competition is judged by renowned marketing and design experts from a variety of disciplines. While the magazine accepts submissions in 11 categories, awards are not necessarily given in each one. This year only five events were recognized with a Corporate Event Award.

About the Event:

With their cruise line business facing a severe decline, Pullmantur needed a major splash to raise brand awareness, turn heads, and increase bookings. Whereas the company had been relying almost exclusively on travel agencies for bookings, they decided on a drastic course of action: they would reach out and market directly to the general public. Pullmantur knew they needed to be proactive in their marketing outreach, and the logical solution was a roadshow or mobile exhibition. But when the company approached Global Events with the idea, we knew it needed more. Since transporting a 100,000-ton cruise ship was out of the question, we proposed what we thought was the next best thing: a recreation of the ship’s design, and the cruise experience. The concept was an 8,500-square-foot inflatable-tent structure based on Pullmantur’s largest cruise ship, the Sovereign, touring Spain’s largest cities. The road show would set up in centrally located pedestrian areas in each city for five days. The hope was that the structure’s wow factor would be enough to pull in curious passersby. After all, it’s not every day you see a 37-foot-tall inflatable ship “idling” in the middle of a city. It’s also not every day you can enter that ship and have a true cruise experience while on land, which is exactly what the unsuspecting citizens of Spain encountered.

For more on the event, and the results, click here.

Judge’s Choice Award!
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