Event: Launch of The Lowry Hotel's new meetings concept – Meetings Inspired.
Brief: Meetings Inspired by The Lowry Hotel is more than a rebrand. It's a repositioning. For years now The Lowry has been a venue set aside for the special occasions, the big awards dinners or charity galas but our conference space has more to offer than this.
The primary goal of this event was to showcase our smaller meeting room space, and the new bespoke aspects of our services that the Meetings Inspired brand was introducing. We wanted to highlight the new menus and technologies that were now available to our clients when they plan their own meetings or events.
Challenges: The Lowry Hotel has always been known for big events held in the Grand Ballroom. As its name suggests is a large space with vast amounts of natural daylight and its primarily used gala events, such as weddings, AGMs and the famous MEN Diary Party. The success of this space means that bookers may perceive we are too grand for the less formal, midsized events but actually would be perfect for our 8 smaller meeting rooms.
The Event: For the launch of the Meetings Inspired brand, we made these smaller rooms our focus. We wanted to show how these small to midsize events would look in The Lowry Hotel. Every room benefits from huge windows and are perfect for an array of events. New technology including digital signage and in 3 of the rooms 65" Smart TVs to replace the traditional projector and screen.
The Meeting Inspired launch focused on Meeting Rooms 2,3&4 and 7&8. (Not the most imaginative of names, we agree, but they are a blank canvas for clients to make their own.) We chose to use vinyl wrapping from Superwide Digital to make the spaces really sing, we decorated the spaces with the Meeting Inspired logo and brand colours. Vinyls on the windows provided a backdrop for the showcase of our Healthy and Indulgence Inspired menus, in a simple and space saving way.
For larger events the vinyl wrapping has no limits, we really went to town by branding all possible space from the dedicated conference entrance, right through to the impressive light box as you exit the lift and even the corridor and stairs that leading to the event spaces. Luke, our contact at Superwide Digital, really help bring the brand to life and showed us how a client can make the space their own.
The night itself began with guests entering though The Lowry Hotels conference entrance, where they were greeted by our team. Once on the Meetings and Events floor, branded signage directed our guests to the Meeting Rooms. We fully displayed the variety of uses these spaces could have, with each set of rooms having a different theme and vibe. Meeting Rooms 7&8 were themed around our food and entertainment with guests being greeted by live music from guitarist Guy Connor.
The moveable bars were branded and hosted for the evening by local brewery Seven Bro7hers and gin distillers 4Sis4ers. Meeting Room 2,3&4 showcased our technology aspect with Team Spirit, who brought out everyone's competitive side with a batak wall.
A Virtual Reality experience via the All Seated software showed our new innovative event planning platform allowing guests to take a virtual tour of a room set up designed by themselves. Having these interactive stations alongside our new buffets made networking more of an activity and definitely got the conversations started.
The event successfully showed our guests the different spaces that The Lowry Hotel has to offer. It also showcased how guests could make these spaces their own through branding, and how their needs could be met in a bespoke manner with the technology and menus. It was really interesting in for us as a business being our own clients and getting a real insight into how our products could meet their needs.