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Send  Share  RSS  Twitter  20 May 2011

MARKETING: VWV Talent On-Tap at International Conference

 





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For the seventh consecutive year, the VWV Group was appointed by MillerCoors to conceptualise its Distributor Conference held in San Antonio, Texas. The large scale event was attended by over 3,500 delegates from 51 states across the US. Supported by five local staff and four from its US office, VWV pulled off the two-day event focused on showcasing the brands, and a concluding awards ceremony, with the finesse and exactitude it’s so well known for.

VWV’s chairman and executive producer of the event, Mark Steinhobel, said: “One of the biggest challenges facing VWV each year, is coming up with a conference theme that underscores the client’s strategy and messaging, and designing an environment for the business sessions that compliment the theme.”

“It becomes increasingly difficult to outdo our last creative execution attempt,” said Steinhobel. The annual event featured a massive multi-layered set with 39 separate panels measuring 68 meters wide (the width of a rugby field) each of which were nine meters high.”

Adding to this Steinhobel said that the set and screen configuration plays a powerful role in setting the tone of the communication, and to achieve the necessary scale and impact, VWV pushes the boundaries further with every Miller Coors event it stages.

The image was projected onto the screen with six massive Christie 30,000 lumen projectors, with six of the panels becoming ‘content’ screens, each with their own dedicated 20,000 lumen projectors, doubled-up for redundancy. The configuration allowed for the entire surface to be viewed as one single massive panoramic screen and also to create different looks for every speaker and topic by mapping imagery onto different combinations of the panels.

“The result was a constantly transforming ‘visual feast’ of video and graphic imagery that literally had the audience gob-smacked. It definitely delivered the impact we were hoping it would, and the appeal was the inclusion of cutting edge technology boasting impressive video mapping imagery. So impressive it was, that the screen got cheers from five presenters at the podium,” concluded Steinhobel.


 
 
 
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