VWV Group was recently appointed by MillerCoors to produce its annual distributor convention – for the 9th consecutive year. An achievement that speaks to VWV’s attributes as an agency, of creativity, consistency, and the pursuit of excellence.
The 2012 convention was held at the Mandalay Bay Resort in Las Vegas that played host to over 3,800 MillerCoors delegates from all 50 states across the United States. Chairman of the VWV Group, Mark Steinhobel explained, “This job is challenging because of its grandiose scale: we ran five different events over four days, all of them in the Mandalay Convention Centre, for anything between 1,000 and 3,800 people. It became an exercise in space utilisation and we had to get really creative because we weren’t able to bus the delegates between different venues.
Steering clear of the formulaic approach, the VWV team is continuously challenging itself to work out the best way to stage these events, “We look for a way to present them so that they’re different and interesting. It’s a huge achievement in terms of getting everything in sync such as production, logistics, technical, and creative.”
The conference brimmed with superstars and delegates had the opportunity to mingle with celebrities including American NASCAR champion, Brad Keselowski; English film director and producer, Sir Ridley Scott of Gladiator fame; American rapper, producer and actor, Ice Cube; and ESPN sports presenter, Scott Van Pelt, among others.
VWV has already been appointed to produce the 2013 conference in Orlando, which will make it number 10. “Passion is our motivation, and we’re already gathering ideas on how to make the next MillerCoors convention the best yet,” Steinhobel concluded.