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ICC Birmingham manages UK launch for US based Vi

The ICC Birmingham hosted the UK launch of a new weight-loss and fitness challenge – Body by Vi – this weekend. The ICC team used their vast experience to organise all elements of the launch event for the US based client who was unable to visit the venue in person ahead of the event.

The ICC team easily adapted to the client’s unusual event planning requirements and managed everything ‘virtually’, taking into consideration the time difference to ensure contact was made at times convenient for the client.

Lisa Cook, Account Director for the ICC agreed the international deal, having conducted an initial site tour via Skype – Lisa took the client on a virtual tour of the ICC and showed him the flexible space available for the launch event. This approach clearly worked for the client and he was able to view the venue and book the event from the comfort of his home in Illinois, Michigan. Lisa and the team then had just a few weeks to deliver the event and ensure that all eventualities had been considered.

Once the contract was agreed, Lisa set up a hybrid meeting from one of the Executive Meeting rooms at the ICC so that the in-house catering, logistics and technical teams could discuss the finer details of the event with Vi. The first time the client actually set foot in the venue was the night before the event so Lisa and the event management team were on hand to deal with any last minute requests and ensure that everything ran smoothly for the launch. 

The event opened on Friday evening with a management conference for 700 senior managers from across the company and then the official UK launch of Body by Vi started on Saturday with around 2,000 delegates in attendance.

The public Mall within the ICC was closed from 8.30am until 10am so that Vi could use the area for registration and set up a pop up shop; the ICC team negotiated the closure of the Mall with Birmingham City Council on behalf of Vi. From 10am there was an all-day conference in Hall 3, followed by a champagne reception in the evening for 1,000 VIPs whilst the remaining delegates enjoyed a party with DJ and cash bar.

James Elston, Sales Director for the ICC said: “This event really demonstrates the flexibility of our teams to work with each individual client’s needs, in this case planning a large scale event from the other side of the world and without the need for face to face meetings. We have also managed negotiations with Birmingham City Council on behalf of Vi to close the public Mall, giving them exclusive use of the space available. We work in partnership with all of our clients to help them meet their event objectives, and aim to exceed their expectations each and every time.” 

Ros Simmons, UK Managing Director, Vi UK said: “When planning the Body by Vi Challenge UK launch, the ICC was always our preferred choice. We needed an event venue that would be able to accommodate a large number of delegates from across the UK and the globe. The great transport links and proximity of the ICC to airports and train stations was perfect.  As this was Body by Vi’s official launch in the UK, there were a number of different things happening throughout the two-day event and the ICC staff were great at helping us with logistics. They have been very amenable, approachable and nothing has been too much trouble. We are delighted with the event and are looking forward to helping people to achieve their weight-loss and fitness dreams.”

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