Coors Brewers commission MEDIAmaker to communicate strategy to four thousand employees

"Creative interpretation, planning, venue and overall logistics were quite simply world-class."

The Brief

The second largest brewer in the UK, Coors Brewers Limited, owned by American Company Coors, strives upon its reputation for high-quality malt beverages produced using an all natural brewing process. To maintain its leading position in the market, Coors required its new company image and strategy to be communicated to its 4000 employees within three weeks through two events. The first event was to the 1,200 sales and marketing staff, and the second to the remaining employees based at various UK sites.

The Solution

To communicate the events to the Coors employees, MEDIAmaker devised a concept which brought together the US origins and UK culture to create a united team-working solution. The event, entitled ‘Playing To Win’ embraced objectives and strategies of Coors, in alliance with visual and atmospheric displays to enliven the show. All logistics and organisational strategies were devised by MEDIAmaker in accordance with the original criteria set out by Coors. Certain features included : 

• ‘Playing to Win’ logo design and theming of event and collateral

• Large stage and set design and build       

• Multi-projection images to provide changing backgrounds to set walls

The Event

The live events conceived for the sales and marketing staff consisted of a variety of entertainment features to make the show an experience which the audience could remember in the future. 

Particular features included :

• A choreographed dance troupe, celebrity look-a-likes

• Spectacular lighting effects, fireworks and pyrotechnics

• Presentations, theatrical sketches and double acts

• American themed party with live music and barbeque

• English Jazz lounge with live music and specialist beers

Following the shows at Harrogate, the MEDIAmaker team produced a summarised edit of the show to take around the country as a roadshow. This was visited by 3,000 staff in eleven locations.

The Event - Delegate Management

MEDIAmaker's bespoke delegate registration and management system, run through the Coors intranet, proved a cost effective way of communicating with the delegates. Delegate registration, background information and agendas, accommodation and personal requests were all built into the systems capability which was also produced downloadable personal itinaries, printable attendance badges and evaluation questionnaires.

The Feedback

"The creative interpretation, planning, venue and overall logistics were quite simply world-class; if feedback from the delegates is anything to go by, you should feel very proud of the event you helped us create."
Coors Marketing & International Development Director