Inchcape’s storytelling conference evokes heritage

Live event and content creation agency Line Up has completed a three-day experiential event for global car distributor and retailer Inchcape, designed to immerse senior managers in the company’s rich pioneering heritage, creatively communicate its future plans and gain commitment to its growth agenda.

Branded “Incredible Inchcape”, the event was held at the Fairmont Hotel in St Andrews, Scotland  – close to the iconic Inchcape lighthouse, from which the company takes its name.

The creative theme for the event was all based around the making of a movie – using content shot by Line Up’s in-house producers and live location experiences to immerse delegates in Inchcape’s story and future growth vision.

To create intrigue, just under 180 senior managers were sent personalised video invitations from Inchcape’s group chief executive on branded USB cards, inviting them to be part of “something incredible” without disclosing details of the event content.

Arriving at the venue, the filmic theme of the event continued with delegates given an “Access Pass” and taken to a “Green Room” dressed as if a film was about to be shot. Guests were then welcomed into a “Studio” space, where a 180 degree projection screen helped create an immersive and adaptive environment that became the central hub of the event.

After a welcoming session delegates were given branded clothing for an evening of activities themed around the Inchcape “pioneering spirit”. Returning to the Studio, guests found the room transformed into the inside of a 19^th century ship, with props such as barrels, oil lamps and rope placed around the room. The 180 degree screen showed the view from inside a ship as it pitched on a restless sea. Sound effects were used to heighten the experience. When the ship reached land, delegates were ushered “onto land” making their way outside to a camp area of seven yurts.

The evening meal in small groups in the yurts was designed to encourage delegates to share their inspirational experiences of being part of the Inchcape family and to hear the personal stories and reflections of others.

The next day small “Discovery Sessions” allowed break out groups to discuss plans for the achieving future growth.

Inchcape’s Scottish heritage also featured heavily in entertainment surrounding the event, with bagpipe workshops, Scottish dancing and a traditional Scottish Gala Dinner and annual awards ceremony.

Jess Littman, head of events at Line Up, comments:

‘This was a spectacular conference. We drew a lot of inspiration from the company’s rich heritage and focused on making every delegate feel an individual part of the Inchcape story. The key message was that they will write the next chapter in the story, so now is the time to leverage their confidence, courage and commitment in order to focus on achieving incredible growth’.

Line Up handled every aspect of the event, from experiential production to video, web and content design, delegate management and logistics.