ITA Venues’ vibrant, interactive showcase, Miniopoly, brought its famous ‘Little Black Book’ to life for more than 500 event professionals – generating an incredible £1million worth of event enquiries.
40 unique venues exhibited at the free showcase, including ZSL London Zoo, Historic Royal Palaces, Kew Gardens and Livery Halls, and benefited from the opportunity to engage with event bookers from across the capital and beyond. Event enquiries ranged from corporate events to summer and Christmas parties for 50-3,000 people.
For one day only, the ITA Venues team turned Canary Wharf’s show-stopping East Wintergarden venue into a ‘human monopoly board’ – including the famous water works, jail and a treasure chest – that tested attendees’ knowledge of the London venues scene. Event professionals were eager to take part and the competition was hot as eyes focused firmly on the fantastic prizes hidden in the treasure chest. These included a private helicopter flight across the London skyline, a trip to Paris and dinner for two at The Ritz.
Social media was fundamental to the success of Miniopoly 2017. The dynamic campaign before, during and after the event created a real buzz, generating over 100,000 impressions across social media platforms and #Miniopoly2017 trended on Twitter twice throughout the day. The eye-catching ITA-branded Social Media Vending Machine, a new event-industry concept created by Hashtag, captured the attention of event professionals who were eager to engage via Instagram and Twitter to win instant prizes donated by the exhibiting venues.
ITA Venues’ catering partner, Ampersand, impressed attendees with its excellent culinary skills and innovative event concepts and dishes. From 8am until the last event booker standing, taste buds were excited with an array of canapés for all dining occasions, cocktails and sweet treats. The specially-created ‘Miss ITA’ cocktail proved a firm favourite with almost 2,000 served throughout the day.
At lunchtime, the Dawat concept of mouth-watering Indian food, which is proving very popular with the Asian event market, was showcased – much to the delight of the feasting event professionals.
Gemma Plowright, ITA Venues sales director said: “Miniopoly 2017 delivered on all fronts and we’re absolutely thrilled with the results. It’s great that we connected with more than 500 event professionals and that they fully engaged with the exhibiting venues too. £1m worth of live enquiries is phenomenal and, what’s even better, is that some of these have already converted to confirmed bookings. There was a real buzz around the Miniopoly game, with event professionals keen to get involved and win the amazing prizes on offer. Our social media was on fire all day. We’re already planning for Miniopoly 2018 – this unique event has certainly made its mark on the industry!”