CBS Outdoor sales conference

the challenge

As the owners of the London underground and on-bus advertising contracts, CBS Outdoor run a highly motivated, targeted and dynamic sales force. This event marks the end of their financial year and provides the vehicle for them to give a business update, recognise top sales achievers and to generally celebrate a first successful year post-acquisition (Viacom to CBS).

As a highly creative organisation they definitely did not want a run of the mill event so we were briefed to devise an incentive theme that could not only provide excitement and promote-ability throughout the year, but that was an imaginative and engaging culmination event. The event was for 250 guests and comprised five main elements: a conference, team building activities, a show to recognize top achievers, a party and a talent show. All of which were to take place over two nights and three days in a venue which would be accessible from London.

our thinking

As the beginning of the incentive period coincided with the launch of the Casino Royale film, the theme of ‘007 - Sell Another Day' was adopted (not original we accept, but highly fitting for this client). This theme then provided many possibilities for SPIFF events, in-house promotions, teasers and periodic rewards. We negotiated exclusive use of the Fairmont St Andrews hotel, which was perfect for this group as they are serious partiers and so disturbance of other hotel guests had historically been an issue.


We designed a custom made set, stage and AV installation which not only provided a high impact environment for the delivery of key business messages for the conference, but which could be easily transformed for the awards and game show elements that followed. We also designed, scripted and delivered a spectacular TV style game show entitled ‘Moneypennies' hosted by our spoof James Bond character (actor) which gave all the qualifiers their 5 minutes of fame. We created fun knock-out games with specially made props which were all bond relevant; such as Plutonium Codebeaker and Silhouette Challenge Pussy Galore, Bond knowledge. In total incentive awards totalling over £330K were awarded during the show!

In keeping with the 007 theme, a Making Movies teambuilding activity around the grounds of the hotel was devised by concerto:live and delivered by our team building division Business Pursuits, with the resulting epics being screened over dinner.

Staff were canvassed throughout the year and invited to prepare a performance for the talent show with training and tuition being provided where appropriate. The resulting show was hosted by a 6'4'' Liverpudlian transvestite called Lilly and included a magician, comedian, tap dancer, band called Primal Screen and a dirty dancing duet by the MD and Sales Director which included a real life crowd dive! This was followed by an amazing ceilidh and dinner dance in the Kinkell Byre.

our solution

We provided a totally integrated solution of AV design and production, scriptwriting, show production, conference content and production, teambuilding activity, stage management, logistics, venue finding, external venue sourcing management and theming all delivered through one easy point of contact. As a result of our imaginative, unique event components we created a fantastic delegate experience with great client feedback. The campaign and event also made a real, tangible impact on the business with overall sales uplift of close to 15% being achieved compared with the same period in 2006.