WHY EXPERIENCE MEETINGS?

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2 WHY EXPERIENCE MEETINGS? To support the revenue growth in one of our key segments with a consistent meeting product To provide the customer with a consistent high standard of delivery from the first to last phase of their meetings and events experience in order to generate additional revenue 2

3 EXPERIENCE MEETINGS CONCEPT PROPOSITION Consistent product and service delivery - no surprises i.e. FHSIA 1, 100% GSG, YIC! SOP enforcement, staff training and IFH mystery shopper review. F&B Brain Food plus a conventional food offering. From the first enquiry to the exit interview providing interactions and solutions that meet our customers demands in M&E sales: The M&E Success Factors (12 Phases). Eco-participation and responsible business activities (Think Planet). Enhanced Club Carlson Meeting Planner program member benefits plus automatic CO 2 offset benefit 1 Free High Speed Internet Access 3

4 EXPERIENCE MEETINGS ESSENTIALS The EXPERIENCE MEETINGS essentials are: Operations, M&E Success Factors, Branding/ Marketing/ PR and Sales. OPERATIONS THE M&E SUCCESS FACTORS Library: Meetings & Events BRANDING MARKETING PR SALES 4

5 EXPERIENCE MEETINGS ELEMENTS SALES BOOKING BRAIN BOX ROOM OPERATIONS F&B SOCIAL MEDIA The M&E Success Factors Packages DDR, 24 HR and by the hour Meeting Package: promotion of Eco-Label if applicable All meeting packages include automatic CO 2 offset for CC Planner program members Phase 2 (2013): Meeting App - Event details - Delegate registration - Capacity to network with other App users Improved brand M&E web page look & feel Push private offer web pages for: 1.) Business 2.) Social events HTML with offer details from hotel (web proposal) Enhanced hotel web extra pages as 2 tiered approach offering online meeting tool, 3-D floor plans and capacity overview Phase 2 (2013): On-line RFP through Meeting Broker Introduce enhanced CC planners program Break out room with flexible furniture set up either for classical meeting standard use or as Brain Box room Seating is Fatboy style cushions Room is between 20m 2 and 50m 2 The room can take meetings from 2-3 persons up to people depending on the meeting objectives The light is adjustable Tables are high Bartables where you can stand around The walls are inspiring yet peaceful with one strong colour i.e. orange and a white-board or wall painted white and one painted black (wipe able paint) Free W-Lan in all areas SOP refresh, enforcement and training Think Planet for meetings FHSIA 100MB for Airport & Conference hotels 100% GSG IFH audit and training Principles that reflect: 1) Seasonality 2) Great taste 3) Simplicity 4) Easy to eat 5) Nutritional 6) Guest needs 7) Visual presentation Brain Food option Conventional food options to be available as well Packages that builds on the key components: 1) Above Principles 2) Coffee breaks 3) Lunch & OPE 4) Brain Food 5) Events 6) On-Job Skills Sessions DDR Tier 1 and 2 / 3 for up selling differentiated add-ons Social Media presence: - Facebook: meeting attendees to like the hotel/ brand, share experiences, upload pictures - Follow LinkedIn and local social media networks, where information with target group is shared/ follow open discussions - Link to Youtube with introduction movie on new concept On-line day delegate questionnaire 5

6 THE EXPERIENCE MEETINGS SIGNATURE The EXPERIENCE MEETINGS box is an iconic signature element in different communication materials. The design is based on the original Brain Food box execution. The used background colour of the signature is our Radisson Blu reflex blue, to underline the relation with the brand The signature will be only used in combination with the Radisson Blu logo The writing of the concept name appears as EXPERIENCE MEETINGS in the blue box and in text as Experience Meetings and not as experience meetings. PMS Reflex blue, PROCESS BLACK, WHITE PMS Reflex blue PROCESS c100 M80 Y0 K0 SCREEN R0 G0 B155 HTML #00009C PROCESS BLACK PROCESS c0 M0 Y0 K100 SCREEN R0 G0 B0 HTML #

7 THE CONCEPT ARCHITECTURE Concept (Proposition) Hardware (Product) Software (Services) 7

8 HARDWARE COMPONENTS Support delegates concentration level and efficiency during meetings, developed by nutritionists and our chefs. Personalized room set up to build an atmosphere, supporting delegates creativity. Free WiFi for delegates. In conference and airport hotels 100MB capacity to be provided. 8

9 HARDWARE COMPONENTS BRAIN FOOD 1/3 Brain Food An innovative and responsible food & beverage solution for meetings & events in Radisson Blu hotels - Brain Food keeps delegate s blood sugar levels constant, help them feel fresh, stay focused and enhance brain energy - It is developed in collaboration between nutritional experts and Radisson Blu chefs and food supply partners 9

10 HARDWARE COMPONENTS BRAIN FOOD 2/3 The 6 Principles of Brain Food 1. Lots of fish, whole grain products, fruit and vegetables 2. Primarily fresh, locally sourced ingredients 3. Pure ingredients with minimal industrial processing 4. Less meat and always a maximum 10% fat content 5. Natural sweeteners and never more than 10% added sugar 6. Focus on the good taste and satisfying the senses 3-4 hours between each meal for a consistent performance 10

11 HARDWARE COMPONENTS BRAIN FOOD 3/3 Brain Food option within the EXPERIENCE MEETINGS concept All materials regarding Brain Food are coming now under the EXPERIENCE MEETINGS signature and do not have anymore a Brain Food box. Dish tag / word template Tent card 11

12 HARDWARE COMPONENTS BRAIN BOX 1/3 Brain Box break out room: A creative meeting experience - Some meetings and ideas are better when being conducted outside traditional meeting rooms. When our meeting delegates wants a more indulgent and flexible meeting environment, our Brain Box break can be the alternative. - This meeting room can be re-decorated from a standard meeting set up to an creative environment style depending on our clients needs. The Brain Box room can be used as a classical meeting room or as Brain Box. Brain Box is not mandatory 12

13 HARDWARE COMPONENTS BRAIN BOX 2/3 We create the conditions for a great meeting with an element of fun. - The break out room should enable a flexible approach to furniture layout. - This room is not meant to be for a full day meeting. - Set up allows customers to change the room around during the day and to move sections around, to scribble ideas on white/ black board walls and to be creative Pilot Brain Box room at the Radisson Blu Scandinavia Hotel, Aarhus 13

14 HARDWARE COMPONENTS BRAIN BOX 3/3 The Room Design - Existing room, 20m 2 to 50m 2 sized - For meetings from 2-3 persons up to people, depending on the meeting objectives and available furniture. - The flexible furniture can be: Fat Boys, cushions, movable lounge chairs. Tables could be high tables (bar tables) or also lounge tables. - The light level in the room should be adjustable - The walls can be colorful, peaceful and inspiring and can be used as creative mood boards one wall could be a full whiteboard another wall is / plexi-glass to write on, and a black board that you can write on as well Operating equipment as furniture will be defined on regional level Pilot Brain Box room at the Radisson Blu Scandinavia Hotel, Aarhus Pilot Brain Box room at the Radisson Blu Scandinavia Hotel, Aarhus 14

15 HARDWARE COMPONENTS FREE WIFI At Radisson Blu hotels this service is provided for free. Airport and Conference hotels provide free 100 MB high speed internet access. Definition of Airport and Conference hotels will be taken on regional level As the word FREE can t be used in all countries for legal reasons, there is different terminology available. 15

16 SOFTWARE COMPONENTS We guarantee100% Guest Satisfaction. Yes I Can! is our company-wide service philosophy and a positive service attitude which we live every day. Improve the Club Carlson Meeting Planner program. Eco-participation and responsible business activities. Automatic CO 2 offset benefit for Club Carlson members. 16

17 SOFTWARE COMPONENTS YES I CAN! and 100% Guest Satisfaction Guarantee When a guest stays at a Radisson Blu Hotel, they will experience our Yes I Can! SM spirit of service that ensures we are always ready to greet, treat, and serve in a way that exceeds expectations. Our goal at Radisson Blu is 100% Guest Satisfaction, which we guarantee. If a customer is not satisfied with something and s/he lets us know during the stay, we ll make it right or s/he won t needs to pay. 17

18 SOFTWARE COMPONENTS MEET REWARDS Club Carlson for Planners will provide enhanced recognition and service - Improve communications & targeting - Cultivation of future profits by creating long term members - Driving activity of low-value members - Recognising high-value members - Developing an acquisition strategy to help recruiting prospects look-a-likes - Showcase our concern for the planet by creating eco-friendly meeting packages 18

19 SOFTWARE COMPONENTS THINK PLANET Eco-participation Automatic CO 2 offset benefit for Club Carlson members. - Automatic CO2 offset with Club Carlson for CC planner members - Allow members to donate points to select eco-friendly partners - Opportunities for Meeting Planners to participate in giving back to the environment events (or to propose to meeting groups as part of an event/team building exercise) 19

20 THE COMMUNICATION ARCHITECTURE Concept Positioning (proposition) Q Hardware (product) Q Software (services) Q

21 CONCEPT POSITIONING COMMUNICATION Corporate/ Regional level Choice of pictures based on regional needs 21

22 CONCEPT POSITIONING COMMUNICATION 1-Line Slogans A meeting of minds. Meet with success. Experience success. 22

23 CONCEPT POSITIONING COMMUNICATION Alternative options 23

24 CONCEPT POSITIONING COMMUNICATION Staff/ people photography for visual direction 24

25 HARDWARE COMMUNICATION Corporate/ Regional level Choice of pictures based on regional needs 25

26 HARDWARE COMMUNICATION 1-Line Slogans Ingredients for success. Feed success. Successful ingredients. Meet with focus. Taste success. 26

27 HARDWARE COMMUNICATION 1-Line Slogans Meet with an open mind. Designed for creative thinking. Up your creativity. Creativity on the loose. Space to think. 27

28 HARDWARE COMMUNICATION 1-Line Slogans Stay connected. Connect with creativity 28

29 HARDWARE COMMUNICATION Alternative options 29

30 SOFTWARE COMMUNICATION Corporate/ Regional level 30

31 SOFTWARE COMMUNICATION 1-Line Slogans Meet the green way. Offset your meeting's carbon footprint. Go green at Blu. 31

32 SOFTWARE COMMUNICATION 1-Line Slogans Rewarding meetings. Get rewarded for your meetings. 32

33 SOFTWARE COMMUNICATION 1-Line Slogans for YIC!/ 100% GSF Serving up success. Satisfaction guaranteed! 100% satisfaction guaranteed! 33

34 CONCEPT BROCHURE Visual direction 34

35 POS Material Visual direction Stands (Roll Ups) 35

36 POS Material Visual direction posters Back side 36

37 POS Material Visual direction Tent Cards Concept Movie for TFT displays and sales presentations E-Footer Front side Back side 37

38 E-NEWSLETTER TEMPLATE Visual direction Content and picture selection based on regional needs 38

39 ONLINE COMMUNICATION Static banners to be used for HTML based template meeting offer send via Visual direction for digital, static and animated communication 39

40 WEB EXTRA Implementation of EXPERIENCE MEETINGS signature on individual web extra pages 40

41 EXPERIENCE MEETINGS long sleeve shirts Shirts to wear for staff during launch events and meetings and event related tradeshows and workshops, focussing on components Shirts are not stock items, please contact Cornerstone for quotation based on your needs and for production timeline 41

42 EXPERIENCE MEETINGS EIBTM Give Away At EIBTM we will make noise with mini loud speakers as give away around the concept and our clients can listen to us, when explaining EXPERIENCE MEETINGS. 42

43 INTEGRATION INTO HOTEL COLLATERAL With the launch of EXPERIENCE MEETINGS the new RADISSON BLU GRAPHIC STANDARDS will be released on brand port and in library 43

44 INTEGRATION INTO HOTEL COLLATERAL With the launch of EXPERIENCE MEETINGS the new Radisson Blu graphic standards (brand port) will be released, incl. guidelines for set up of Meeting Planner Guides. 44

45 LAUNCH EVENTS Launch events in all key and feeder markets EMEA wide and local hotel activities Map shows Europe only, launch events/ activities also in ME and Africa 45

46 ACTIVITIES Press release Launch Events B2B Communication Telemarketing Presentations at key accounts Online/ Offline display, Social Media, POS material, SEO Sales blitz Workshops Fam Trips Trade shows Grand Finale at EIBTM and client event 46

47 ACTIVITIES SEPTEMBER Pre-Event in London-Stansted with first introduction on upcoming concept to agents, attending the HBAA conference in UK Teaser- in Scandinavia Press-Release on September 24 th in all markets POS material distribution to hotels Print adverts EXPERIENCE MEETINGS in September/October magazine editions Invitations to launch events online and printed Start of launch events for clients and press end September in Scandinavia: Copenhagen, Oslo, Stockholm Start of online display and social media activities in all areas on meeting and business travel related pages 47

48 ACTIVITIES OCTOBER 1/2 Launch events for clients and press in all areas: - Eastern Europe: Warsaw, Riga, Tallinn, Vilnius, Moscow accompanied by local hotel presentations in further destinations - Central Europe: Berlin, Hamburg, Frankfurt, Cologne/ Duesseldorf, Munich, Zurich accompanied by local hotel presentations in further destinations - Scandinavia: Further to September events: Bergen, Stavanger, Trondheim - Ireland: Dublin Online display and social media activities in all areas on meeting and business travel related pages Social Media activities incl. use of concept movie in all areas Print adverts in meeting/ business magazines in all areas B2B e-newsletter in all areas 48

49 ACTIVITIES OCTOBER 2/2 Direct Mailing with concept brochure Sales blitzes in all areas Workshops at clients and hotel premises and local tradeshows to present concept in all areas Presentation during Fam Trips in all areas Telemarketing to inform about concept Ongoing PR activities 49

50 ACTIVITIES NOVEMBER Launch events for clients and press in all areas: - Ireland: Galway - Western Europe: EIBTM and client event as Grand Finale Launch Event Online display in all areas on meeting and business travel related web pages in all areas Social Media activities incl. use of concept movie in all areas Print adverts in meeting/ business magazines in all areas B2B e-newsletter in all areas Sales blitzes in all areas Workshops at clients and hotel premises and local tradeshows to present concept in all areas Ongoing PR activities 50