SAB CONFERENCE – PERONI, GROLSCH & MILLERS
Conference management examples include the SAB Conference. A tour through three major beer brands. It was an initiative to introduce reps to three new simultaneous campaigns. This provided them with new insights on how to position these brands in their areas.
‘Three brands in one night’ was the theme as we built three distinct experiences according to lifestyle imagery around these global beer brands. Peroni was a pre-drinks lounge styled with contemporary Italian interiors. Grolsch had a German Alpine feeling of heavier wood elements and for Millers, we set up a high-end New York club scene.