Grass Roots reveals Beko as industry heavyweight

27th April, 2011

Meetings, Events and Communications specialist Grass Roots has just delivered six shows over three days to celebrate Beko's 21 years in the UK, launch new product innovations and a new fascia design. The audience of 450 delegates included trade customers, retail groups, builders, industry press, Beko's own UK staff, and a number of VIPs, including the Turkish Ambassador. The event, produced at FIVE in Farnborough, showcased Beko's new range of domestic appliances and firmly cemented their position as an industry heavyweight.

The venue provided a blank canvas within a unique setting that allowed Grass Roots to create the best environment for delivering the Beko story. The space was converted into a branded networking area, projection tunnel and main plenary, with everything geared towards the big reveal – Beko Square. A street scene showcased the full range in a real customer environment during the day and was transformed in the evening to become a street party with street entertainment. Guests stayed in the luxurious and design-led Aviator Hotel, situated 5 minutes from the venue.

The Beko brand was a key consideration when planning the event; customers and press commented the Beko 21 launch was like no other, successfully explaining its market leading position and background in a unique way.

Charles Moyle, Managing Director, Event Production, Grass Roots, comments "Beko is a new client to Grass Roots and we were delighted they commissioned us to design, build and deliver their most important external launch to date. We worked hard to understand their positioning in the market and the messages that would make the most impact with their audience. With the event being such a success we look forward to working closely with Beko in the future."

Amanda Castle, Marketing Manager, Beko, said "The team at Grass Roots did a fantastic job and remained professional throughout, taking on all the challenges that were thrown at them! The concept was key and we have received great feedback from customers, UK press and staff – the event is even getting some coverage in the Turkish media."