This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here.
GOLD winner: BI Worldwide
Event: Grandmasters New York City
Brand: General Motors International
General Motors International—a client of BI Worldwide for 15 years—held its annual incentive program across three days in New York City. Dubbed the Grandmasters Program, the event was themed Fashion, Arts and Technology as a way to link the client’s new car models with its tech features.
The itinerary included a temporary art exhibition at the Cadillac House, the launch of an AR app by Chevrolet, trips to Facebook’s and Google’s New York headquarters, and lunch at a New York food truck. At the gala dinner, Gotham Hall was used to host delegates who engaged in a James Corden-style “Carpool Karaoke” moment.
With New York being one of the most expensive cities in the world, the client’s compliance didn’t allow the agency to use external parties for booking and managing venues and events. Nevertheless, after nine months of planning, the trip garnered good survey results all around.