Before the busy Christmas trading period, DFS invite their top Sales Managers, Store Managers and Head Office staff from across the UK and Europe to update them on commercial strategy, new developments and plans for the year ahead.
Following the success of 2014’s Dublin conference, fresh worked together to create an event that reinforced DFS’ status as a world-class British company, and highlighted their support of Team GB in Rio.
We chose to hold the event in the landmark velodrome of Team GB’s London 2012 cycling medal sweep of 12, including 8 Golds – a location that needs no introduction. As a venue with so many winning memories for Great Britain, this space delivers the atmosphere fit for a world-class company. We developed a creative thread that encompassed the spirit of this inspirational place – empowering colleagues to find their ‘Will To Win’ through a conference designed to invigorate and motivate their performance over the coming year.
Upon arriving at the Lee Valley VeloPark, the 420 delegates enjoyed a conference complete with an opening cycling event and motivational speeches from various Olympic luminaries.
Following the conference, the VeloPark was transformed to a lavish evening dinner and awards ceremony space for ‘The Golden Gala,’ where the Team GB partnership was further supported with appearances from Denise Lewis and Lord Seb Coe.
Delegates then enjoyed an evening full of awards and entertainment, including a 30-minute set from critically acclaimed Tom Stade and their very own pub, ‘The Golden Lion’. The event was then cascaded to the entire sales team and Head Office during a four-week roadshow in Cineworld locations throughout the UK and Ireland.