Event Overview: Volkswagen Xperience Summit

Event Travel Management (ETM) has further enhanced its reputation for delivering exciting and memorable events following the successful Volkswagen Xperience Summit on Australia’s Gold Coast.

ETM was set the challenge to create an immersive experience that would inspire and motivate more than 500 delegates from across the prestigious global automaker’s dealership network.

Working closely with leading audio visual and company, Staging Connections, ETM was able to achieve this goal, ensuring Volkswagen’s largest event for 2018 went off without a hitch.

“An event of this nature doesn’t happen without the dedication, support and hard work of a cross-divisional team,” said Jason Bradshaw, Director of Customer Experience, Volkswagen Group Australia.

“The expert teams at ETM and Staging Connections fulfilled our vision for the summit, allowing us to achieve our strategic business goals and have a great time in the process.”

While the event was hosted over three-and-a-half busy days, ETM’s team had undertaken more than nine months of meticulous planning to guarantee its success.

The Volkswagen Resort

A key aim for the Xperience Summit was to strengthen business culture and brand loyalty among attendees. One of the first steps ETM took in this process was to find a unique destination that would inspire everyone involved.

ETM secured exclusive use of the RACV Royal Pines Resort as a full buy out for the event, and VW branding was placed throughout the venue to create a sense of pride and ownership for the team members.


Small moments have a large impact

Branding also played a role in reinforcing the event theme of “Moments”. Keynote speaker presentations focused the messaging around creating moments for team members and customers. “It’s the memorable moments our customers have in our dealerships and vehicles that will set us apart from our competitors,” stated Jason Bradshaw. Delegates were encouraged to remind themselves how it is often the small things that can ensure business success.

In keeping with this theme, ETM created moments to enhance the attendee experience while at the Summit, from branded welcome packs and room keys, and personalised daily room drops, through to branded snack packs, and personalised check-in at the hotel or airport.


End-to-end experience

ETM’s integrated approach to event management focuses on keeping delegates connected from the moment they register until they return home – and everything in between. This is ETM’s delegate journey, which recognises that true engagement starts well before arriving onsite. As the Xperience Summit was focused on customer service, ETM ensured this aspect of the event was second to none, creating memorable experiences for each and every attendee.


Tech and logistics

The 2018 event was VW’s largest Summit yet, not just in attendee numbers but also in event components. It featured an 80-metre curved screen, weighing 1.8 tonnes, encompassing two-thirds of the resort ballroom, two formal dinners, incorporating Volkswagen’s Prestigious Dealer of the Year Awards on the final night, while five ballroom seating changes created a sense of a different program each day.

An event of this scale doesn’t come without its “Moments”. Poor weather necessitated ETM’s wet weather management plan to minimise guest discomfort. Plans were implemented to ensure the guests were able to experience the event highlight – a custom firework display.


The power of experience

ETM was delighted to work with a highly valued customer on such a prestigious summit and looks forward to partnering with Volkswagen again in the future. From conferences and road shows, to incentive programs and strategic meeting management, ETM’s team of specialists are experienced at delivering a diverse range of events that will be remembered for years to come.

“From full-service management for major events to customised solutions, ETM can assist customers with every element of event planning and implementation,” said ETM General Manager Tracey Edwards. “After the success of this year’s VW event, we are now already planning what will happen in 2019.”


ETM plans and delivers creative and memorable events that engage, excite and inspire. Contact our expert team today to discuss how to best plan and organise your next event.

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