Product launch
The brief
A pharmaceutical client was releasing an international product and required a two-day US launch. Emphasis was placed on easy access for the American delegates, value for money, meeting spaces that were close together due to various workshops and a keen attention to their marketing concept of a new product “taking flight”.
The solution: Product launch meeting
Orlando, Florida, was an ideal location for the US delegates attending the launch, as its accessibility for domestic flights is virtually second to none. The meeting was held at the Hyatt Regency Grand Cypress, a hotel with meeting space Oxford International had confidence in having run a meeting there in 2004.
The creation of a customised website for registration, designed in harmony with the marketing strategy of the product, removed any potential difficulty of cross-Atlantic communication. The vast majority of the guests were travelling on US domestic flights and all travel was booked by the Oxford International travel department.
Instead of a standard gala dinner, attendees were driven to “Fantasy of Flight”, an innovative venue in which dining takes place surrounded by antique planes. The guest speaker was Dick Rutan, the first man to fly around the world non-stop, and he linked his own motivational story to the client’s “taking flight” theme.
The response
The product launch was a great success, and was quickly followed up by a European equivalent. Delegate feedback showed that the client’s chosen theme had been successfully recognised and linked to the educational aspect of the meeting.