AA Employee Awards 2019

Monroe Avenue Communications / The AA (The Automobile Association)


Following a three-way David vs Goliath pitch against two large established agencies, Monroe Avenue communications won the AA’s prestigious employee awards event for 2019.

Our objective was to design a memorable and sophisticated London-based awards event for 700 of the AA’s employees and their guests, to be delivered in October 2019. It was important that the AA’s heritage was kept in mind, but the event be firmly brought into the present.

The sublime Grade I listed warehouse Tobacco Dock and 4-star DoubleTree Hilton Tower Bridge were selected to provide the perfect ‘weekend in London’ with the nearby iconic Tower Bridge and HM Tower of London as a backdrop.

After arriving at Tobacco Dock on original red London Routemaster buses, guests were treated to the yellow carpet experience which continued in front of the giant step and repeat board where they could pose like VIPs.

During the evening the audience witnessed AA colleagues being recognised for acts of outstanding bravery plus categories including Apprentice of the Year and Colleague of the Year. Tissues were in plentiful supply.

After amazing food and the 3-hour unlimited drinks package kicking in, guests danced to music courtesy of DJ Lady Zeal, amused themselves in the photo booth or chilled on the AA yellow chesterfields.

“The results were breath-taking” according to Melissa Rhys Dean, Head of Internal Communications and Engagement at The AA “the awards really were the golden ticket experience we wanted”.

99% of guests agreed that “attending the AA Awards makes me feel proud to work for the AA”.

The AA Employee Awards 2019 were so successful that Monroe Avenue was contracted to deliver the 2020 Awards, subsequently postponed due to Covid-19. The AA Employee Awards 2021 will now be delivered by Monroe Avenue at another prestigious London venue. Watch this space!

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