case-study-molson coor-A4 versionv3LR

MOLSON COORS
EXPERIENCES
BY XSEM

MOLSON COORS
AND XSEM
We are proud to have been your event
management partner since 2013.
Over the last five years, we have enjoyed working
with such a broad cross section of the Molson
Coors teams. We have been privileged to get to
know your business and work with you in close
collaboration to see ideas come to life.
Together, we have worked on events that have
ranged from 2 to 2,000 people, from Burton to
New York and from Golf to the Grand National.
We look forward to continuing our partnership.

CUSTOMER
SALES FORUM
The experience
Molson Coors UK & Ireland asked us to plan
and manage their first ever interactive product
showcase. The goal was to position them as
innovators and thought leaders in the market.
EXHIBITIONS
The resulting event immersed customers in Molson
Coors brands, strengthened customer relationships
and increased brand loyalty.
We delivered
• Project management
• Conference
production 300+
delegates
• AV, set design and set
build
• Delegate
management
• Health and safety
• Event staffing
• Onsite management
• Live cooking stations
• Stakeholder and
supplier management
The feedback from our first ever customer
event has been overwhelmingly positive.
The XSEM team worked tirelessly to
support us and ensured the days went as
smoothly as possible.
Clare Vintner,
Customer Marketing and
Field Sales Management Director
BRAND EXPERIENCE EVENT
WORLD
DATE
3RD OCTOBER 2017
GATE
SEAT
HALL 10 VIP
NEC
DESTINATION
NEC
ARRIVAL
09:30
GATE
HALL 10
SEAT
VIP
As a valued customer, we would like to invite you to
our brand experience day on the 3rd of October. The
day will be interactive and set up so that you can get a
full experience of our exciting, category based brand
plans for 2018 and beyond.
You will hear more about our ambition to energise
mainstream lager through the Premier League, along
with the launch of our exciting new brand positioning
for Carling. We will also take you on a journey across
our premium and craft portfolio, giving you the
opportunity to interact with the “face, place and
story” of our brands in these critically important
growth categories.
There will be industry-leading guest speakers
appearing throughout the event which you can enjoy
DIRECTIONS
TRAIN
Train strikes are expected on East Midland
trains on 3rd October. Please check online
and factor into your journey.
You won’t even need to brave the elements. Direct
services run all day, however if you’re travelling from
further afield you may need to catch a connecting
train at Birmingham New Street, which is less than a
15-minute journey away. Just enough time to fuel up
on caffeine.
For more information, visit National Rail or call them
on 08457 484950

Molson Coors are delighted to invite you to
INCENTIVES
VERONA
THURSDAY 18th - SATURDAY 20th MAY 2017
REGIONAL
PUB GROUP
STUDY TRIP
The experience
Molson Coors asked us to create an incentive
event solution that would create an experience to
remember for key Regional Pub Groups (RPGs).
We took 40 RPGs and staff to Verona. The group
stayed at a 5* hotel, toured Tuscany in vintage
Italian cars and enjoyed traditional Italian cuisine.
The trip also included a visit to one of Molson
Coors’ wine suppliers in the region.
The event ultimately incentivised and built
relationships within key Regional Pub Groups.
We delivered
• Global experience
• Creative itinerary
• Contract & rates
management
• Brand creation
• Online delegate
management
• ATOL protected
flights
• Onsite project
management
• Vintage car rally
• Wine tasting &
vineyard visit
Previous trips included
• New York
• Prix De L’Arc in Paris
• Amsterdam
VERONA
Thursday 18th – Saturday 20th May
VERONA
Thursday 18th – Saturday 20th May 2017
Verona for the 2017 Study Trip.
BLYBOS ART HOTEL
The magic of Verona meets the exclusive charm of a luxury
hotel. Dating back to the 18th century, Villa Amistà is a
combination of the historic and the contemporary.
The originality of the hotels interior is the result of the
inventiveness of architect Alessandro Mendini, who has
merged in contemporary elements in the classic Villa Amistà.
The hotel offers all comforts in 60 individually designed rooms.
ITINERARY
Thursday 18th May
• Lounge access at London Gatwick
• Group flight departs London Gatwick
• Group flight lands Verona
• Transfer to the hotel
• Check In to Blybos Art Hotel
• Welcome dinner at Casa Degli Spiriti
• Overnight accommodation
Friday 19th May
• Breakfast at the hotel
• Vintage car tour

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Figure E6: Sample size Group B 323 (infrequently/never watch sport in a pub)
Observations:
24.1%
30.3%
35.0%
10.5%
Friends start
going
Big game
atmosphere
Popular pub
Drinks
promotions
pre-game e.g.
2 for 1, 20%
off
37.8% 38.4%
28.8% 28.2%
Drinks
promotions
during the
game e.g. 2
for 1, 20% off
Drinks
promotions
post-game
e.g. 2 for 1,
20% off
Free food during the game and friends going are the main drivers for encouraging Group B respondents to watch sport on
television at the pub.
36.2%
29.1%
Bundle offer
on food and
drink e.g.
burger & a
pint for £4 on
match nights
23.2%
28.2%
34.1%
14.6%
Free food
during the
game
13.0% 11.8%
41.8%
39.6%
15.5%
2.8% 3.1% 3.1%
Facebook Following the Direct mail
promotion pub on social promotion
media
Definitely not
Probably not
Probably
Definitely
••Frequency: pub
••Frequency: sport on tv
••Frequency: sport on tv at
the pub
••Watch
••Where
••Subscribe
••Sports watched at
home/pub
••Type
••Reasons for going
••Encouragers for going
more often
•• Influential factors for
choice of pub to watch
sport in
••Habits: company, food,
drink
•• Awareness of pubs
screening sport
••Pub activities
••Watching sport in pub
encouragers
MOP ON-LINE
RESEARCH
Background
Molson Coors asked us to help support some of
their key customers in the MOP channel who were
looking to drive footfall into pubs specifically during
televised sporting events.
RESEARCH
Through developing an increased understanding of
the consumer decision making process and
behaviour, we could provide Molson Coors with
valuable insights to help their key customers to
attract and encourage people to watch sport in a pub
as opposed to another venue or at home.
Methodology
Through our research division, we conducted
online panel research with 1230 people who either:
• Go to the pub and watch sport on television at
the pub or
• Go to the pub and watch sport on television but
rarely or not at the pub
Benefits of research programme
• Understand which sports customers watch on TV,
where and why
• Identify and compare customers main reasons for
going to the pub
• Demonstrate which specific encouragers and
promotions would influence people to watch
sport at the pub more often than they do at
present
• Highlight which sports should be promoted to
attract which audience
• Identify influencers on which pub to watch sport in
• Understand customers drinking habits when
watching sport
• Understand customers engagement in pub
activities
• Identify other factors that would also attract footfall
other than sport
Watching sport in the pub encouragers: Group B
What would encourage you to watch sport on television in a pub?
Participant Sample and Survey Journey
Sample
29.4% 27.9% 28.2% 28.8% 28.8% 27.2%
46.7% 48.0%
The table below presents the sample sizes achieved from both data sets:
Total Group A Group B
35.9% 37.2% 35.0%
1230 907 323
Group A: People who go to the pub and watch sport on television at the pub
Group B: People who go to the pub and watch sport on television but rarely or not at the pub
30.0% 30.7% 32.2%
37.5% 37.2%
Survey Journey
4.6% 4.3% 4.6% 4.6% 4.6% 7.4%
HABITS
SPORTS/TV
PUB CHOICE
SPORT/PUB
INFLUENCERS
OPPORTUNTIES

GOLF
MOLSON COORS
INVITATIONAL
MOLSON COORS
INVITATIONAL
Moortown Golf Club
Thursday 6th July 2017
Moortown Golf Club
Thursday 6th July 2017
INVITATIONAL
The experience
We are delighted to have managed the Molson
Coors Invitational for the last five years. 80 golfers
were invited to participate in the tournament at
Moortown Golf Club, host of the first Ryder Cup
match in Britain and regarded by many as one of
the country’s finest inland golf courses. Participants
played 18 holes with a shotgun start and were given
the opportunity to win an Audi A3 in a ‘hole-in-one’
competition.
The event has an ever growing reputation and
increasing popularity, making it one of our more
successful golf days to date.
We delivered
• Individual
stableford and team
competition
• Registration
management
• Website design and
build
• Drinks receptions and
gala dinner
• PGA qualified event
staff
MOLSON COORS INVITATIONAL
MOORTOWN GOLF CLUB
THURSDAY 6TH JULY
MOLSON COORS INVITATIONAL
2018
Moortown Golf Club
Harrogate Road
Alwoodley
Leeds
LS17 7DB
T. 0113 268 6521
Directions

Hotel check-in will be available at registration. Guests will be asked for credit
card details to cover any additional purchases.
GOLF
Dress must include trousers or tailored shorts, polo shirts and golf shoes and
socks. Jeans, t-shirts, sleeveless tops and training shoes are not allowed in the
clubhouses, on practice areas or the golf courses.
EVENING
Smart casual is required for dinner.
Stonehill Road, Ottershaw, Surrey, KT16 0EL
T. 01932 704444
Neil Turley, Head of Golf
T. 07435 042 202
E. neil@xsem.co.uk
®
INTERNAL
SALES FORUM
The experience
In 2017, we organised and managed Molson
Coors‘ annual Staff Sales Forum. We proposed
multiple venue options and Burton Albion Football
Club was selected as the venue. At the event,
Molson Coors sales teams were presented with
commercial plans for the following year, provided
with relevant sales tools and given knowledge of
supporting brand communications.
SALES
FORUM
2017
CONFERENCES
We delivered
• Venue finding
• AV and production
• Brand and identity
• Website design
• Onsite management
• Delegate
management
• Health and safety
INFORMATION
LUNCH MENUS
HOTEL CHECK-IN
North Stand
DRESS CODE
Selection of Open Rolls
Goats Cheese and Red Onion Tart
Garlic & Herb Salmon Goujons
Vegetable Bhajis
Chunky Chips & Dips
SALES FORUM 2017
Tuesday 12th September
ATES
Fruit Bowl Selection
East Stand
Selection of Filled Baguettes
Stilton & Beetroot Tart
Spiced Chicken Wings
Vegetable Dim Sum
ON THE DAY
9am - 4pm
BURTON ALBION FOOTBALL CLUB
Refreshments on arrival from 9am onwards
FOX HILLS CLUB & RESORT
CONTACT
FOX HILLS CLUB & RESORT
TUESDAY 1ST MAY 2018
Leading to win
Leading to win
Sea Salt & Pepper Potato Wedges & Dips
Welcome from Phil Whitehead at 10am

ASPALL
DESIGN
A MOLSON COORS COMPANY
8264-1 Confidential Project - A5 Booklet.indd 1 19/12/2017 10:16
The experience
In January 2017 we were asked to design a
brochure that would be given to employees who
had joined Molson Coors due to an acquisition
of Aspall Cider. The brochure was a particularly
important piece of collateral as it would act as the
first introduction to the company for Aspall’s former
employees.
Like Molson Coors, Aspall shares a history that is
deeply rooted in family, the same dedication to
customers and a strong commitment to excellence.
With this in mind, the brochure showcased the
history of Molson Coors while simultaneously
reflected the Aspall brand. The brochure acted as
the perfect tool to set the scene for new employees
to Molson Coors.
We delivered
• Design solutions
• Branding and identity
• Visual representation

Access Information
As you are staying at the Hôtel Hermitage you will also have complimentary access to the following:
• Le Casino (ID required)
• Indoor Heated Seawater pool, fitness room, sentorium, banya, hammam at Thermes Marins
Monte Carlo (private elevator)
• Monte Carlo Beach club and its water activities
• 50% discount on fees to play at Monte Carlo Golf Club
• Free hotel to hotel shuttle
Moreover with your “Cercle Monte-Carlo” Card, all of your expenses can be charged to your hotel bill.
Time Difference
1 hour ahead of the UK.
Climate
Average 21 degrees.
Currency
Euro approx exchange rate £1 - €1.2 currently.
Electricity
In Monte Carlo they use a European 2 pin plug socket.
Security
As with any city destination, please be vigilant against street crime. Your well being is our top priority
so we would suggest you dont carry large sums of money on you. Please stay out of unsafe
neighbourhoods and always be aware of your surroundings. Keep mobile phones and cameras out
of sight and leave your passport and valuables in a safe place, though you should carry another form
of Photo ID like a driving license with you at all times.
Visa & Passport Requirements
UK passport holders do not require a visa to enter Nice and Monte Carlo. Your passport should
be valid for the proposed duration of your stay in Monte Carlo. No additional period of validity
beyond this is required.
Group Flight Transfers
You will be greeted at Nice Airport by our event partners XSEM who will escort you to your transfer
which will take you to the fantastic Hôtel Hermitage.
Hotel
Overlooking the Mediterranean, the Hôtel Hermitage epitomizes a certain carefree elegance at the
highest level. Built in the early 1900s, this historic luxury hotel offers an intimate and relaxed ambiance,
a haven of peace in the heart of Monte Carlo.
Hôtel Hermitage
Square Beaumarchais, 98000 Monaco, France
T. +377 98 06 40 00
Nicola Holmes, Project Manager
M. 07826 542 063
E. nicola@xsem.co.uk
organised by
Access Information
As you are staying at the Hôtel Hermitage you will also have complimentary access to the following:
• Le Casino (ID required)
• Indoor Heated Seawater pool, fitness room, sentorium, banya, hammam at Thermes Marins
Monte Carlo (private elevator)
• Monte Carlo Beach club and its water activities
• 50% discount on fees to play at Monte Carlo Golf Club
• Free hotel to hotel shuttle
TEAM OF THE YEAR
MONTE CARLO
The experience
For the past few years we have been working with
Molson Coors to organise Team of the Year trips for
their IOP channel. In 2016, we created a once in a
lifetime experience for the winning team. We took
them to Monte Carlo where they were transported
by helicopters via Nice, stayed in a 5* hotel and
drove classic cars along the famous GP track and
through the French Cornish.
Moreover with your “Cercle Monte-Carlo” Card, all of your expenses can be charged to your hotel bill.
Time Difference
1 hour ahead of the UK.
Climate
Average 21 degrees.
Currency
Euro approx exchange rate £1 - €1.2 currently.
Electricity
In Monte Carlo they use a European 2 pin plug socket.
Security
As with any city destination, please be vigilant against street crime. Your well being is our top priority
so we would suggest you dont carry large sums of money on you. Please stay out of unsafe
neighbourhoods and always be aware of your surroundings. Keep mobile phones and cameras out
of sight and leave your passport and valuables in a safe place, though you should carry another form
of Photo ID like a driving license with you at all times.
Visa & Passport Requirements
UK passport holders do not require a visa to enter Nice and Monte Carlo. Your passport should
be valid for the proposed duration of your stay in Monte Carlo. No additional period of validity
beyond this is required.
Group Flight Transfers
You will be greeted at Nice Airport by our event partners XSEM who will escort you to your transfer
which will take you to the fantastic Hôtel Hermitage.
Hotel
Overlooking the Mediterranean, the Hôtel Hermitage epitomizes a certain carefree elegance at the
highest level. Built in the early 1900s, this historic luxury hotel offers an intimate and relaxed ambiance,
a haven of peace in the heart of Monte Carlo.
Hôtel Hermitage
Square Beaumarchais, 98000 Monaco, France
T. +377 98 06 40 00
MONTE CARLO
INCENTIVES
CONTACT
Nicola Holmes, Project Manager
organised by
We delivered
M. 07826 542 063
E. nicola@xsem.co.uk
• Global experience
• Creative itinerary
• Guest communication
• Contract & rates management
• Onsite projection management
Previous trips included
• Milan & Madrid 2018
• Berlin & Barcelona 2017
• Copenhagen 2016
• Prague & Krakow 2015
MONTE CARLO
Tuesday 14th- Thursday 16th June 2016
TUESDAY 14th JUNE 2016
10:45 Bristol guest to check in for flight
12:45 Bristol flight departs
13:15 Manchester guests to check in for flight
15:15 Manchester flight departs
15:50 Bristol flight lands into Nice
you will be greeted in the arrivals hall by XSEM
18:35 Manchester flight lands into Nice
you will be greeted in the arrivals hall by XSEM
Transfer from Nice Airport to Monte Carlo by helicopter
Transfer from helipad to Hermitage Hotel
Check-In to Hermitage Hotel
20:15 - 20:45 Transfers to dinner
20:30 - 21:00 Dinner at Zelos Restaurant
Entrance to Casino De Monte Carlo and local nightlife
CONTACT
MONTE CARLO
Tuesday 14th - Thursday 16th June 2016

EXPERIENTIAL
REKORDERLIG
SAMPLING
The experience
In collaboration with Molson Coors, we created a
series of unique environments within Molson Coors
outlets across Manchester City Centre. The events
ran across five separate weekends, on Saturday and
Sunday from 12pm - 7pm.
Throughout the events, over 2,000 customers were
given the chance to taste Rekorderlig as it is meant
to be served - with ice and either berries, citrus or
mint. Rekorderlig were also able to demonstrate
the ‘Perfect Serve’ in an engaging and on brand
environment.
The events successfully raised brand awareness,
demonstrated Rekorderlig’s “Perfect Serve” and
created a fresh summer vibe and atmosphere
befitting of the Rekorderlig brand.
We delivered
• Venue finding
• Brand awareness
• Direct contact
with over 2,000
customers
• Memorable moments
• Social media
campaign
• Live participation
• Rekorderlig tasting
• The “Perfect Serve”

ROME CONFERENCE
The experience
We were asked to arrange Molson Coors’ 2018
European Conference and Rome was chosen as the
destination. This was a new territory to company
employees, so we decided to reflect the historic
nature of the city in the supporting design work.
We created a website for the conference along with
a participant booklet, PowerPoint templates, pop
up stands and lanyards. The resulting collateral
successfully combined the Molson Coors brand
with the culture of Rome.
We delivered
• Concept creation
• Design solutions
• Branding and identity
• Website design and implementation
• Delegate management
FIRST CHOICE
Playing to Win
to Ignite TOP LINE Growth
PARTICIPANTS BOOKLET
GROUP MEETING 2018
DESIGN
European Leadership Group Meeting 2018 (Theme 2)
Participant booklet Front Cover
Ignite Top
Line Growth
GROUP MEETING 2018

Considering sponsoring:
Looking to Run: Charity nights
Have Value out of
feature 10 to outlet
Carling beer mats 2
Carling beer towels 2
Carling uniforms
N/A
Carling glassware 10
External banners 4
Fixture banners 8
Internal posters
N/A
Bottoms up fillers 3
Photo booth *
Projection mapping
N/A
Digital fridges 9
Sports teams
* Note: Couldn’t give value for photo booth as it still hasn’t been installed
Busier
More food sales
More main beer sales
More Carling sales
Better atmosphere
Improved customer experience
Happier customers
In general
PL match
Bottoms up pint fillers- haven’t received the correct glassware. Only have Schooners which nobody wants
Photo booth still waiting to be installed- now waiting over 4 months for feature to be fitted
Would like more POS and branding, especially for the bottoms up as customers often don’t know it’s a PLP
Were told we would be receiving PL tickets on a regular basis- haven’t received anything yet
w: www.xsem.co.uk | t: 0113 394 6130 | e: info@xsem.co.uk | a: 3 Park Court, Park Cross Street, Leeds, LS1 2QH
z
2. Current . engagement/activities
241 Bottled Beer £3.50 Double Mixer
241 Cocktails 2 for £5 Tequila & J.Bombs
£2.90 Premium Draught £15 Prosecco
Hennessey’s
App
5pm-10pm
Every Day
5pm-3am
Friday
lowest
lowest
Pre Game During Game Post Game
Price
highest
Quality
highest
During screened sports
During an event weekend e.g St Paddys weekend
RESEARCH
CARLING PREMIER
LEAGUE RESEARCH
Background
In-line with Carling’s sponsorship of the Premier
League, Molson Coors had created a portfolio of
Premier League Pubs (PLP) across their customer
base. These outlets enjoy a number of benefits
including a financial investment, therefore creating
a value of being a Premier League Pub.
Approximately 12 pubs were awarded “hero”
status and received significant investment. The
objective of hero status was to create the ultimate
venue for watching live football and for Carling to
be at the heart of each of these venues.
Methodology
Our research team conducted face to face
interviews with PLP operators including a
benchmarking interview followed by a 6 month
impact assessment.
Benefits of research programme
We designed a research programme to measure
what impact the investment made to the outlet
both commercially and from a hearts and minds
perspective.
To provide specific insights on:
In general
During a
screened
PL match
3.
Carling sponsoring the PL Becoming an official PLP The Sky deal
• the value of certain in-house collateral
• change experienced by outlets since becoming
a PLP
• positioning within the community since
becoming a PLP
• the effect of the investment on the customer base
• the value to each outlet of Carling sponsoring the
Premier League
• the value of becoming a PLP
1.
2.
Sports Bar
During a
screened
“Customers ask about the digital fridges the
most”
Don’t use it, neither do customers.
Would work with Brooklyn’s customers,
want more help promoting the app
3.
4.
Carling sponsoring the PL Becoming an official PLP The Sky deal
4 4 9.5
Couldn’t comment on change-
Investment came at same time
of outlet opening
More sports fans and students
Ideas and requests
More PLP P.O.S material
for use in house
Premier League Hero Pubs
Benchmarking & Measurement Research
1. Operational
Sports Bar
DJ venue
18-40’s Couples
Tradespeople
Businesspeople
Families Hen/Stag
Happy Hour 5pm-10pm every day
Friday Night
241 bottled beers
£3.50 double mixer
241 cocktails
£15 Prosecco
Pool tables &
league
241 cocktails
3. Behaviour
Bespoke Carling features
Occasional Charity : + During a promotion
events
5X AS MANY PEOPLE
DURING FOOTBALL
AS COMPARED TO USUAL
4. Brand
Carlsberg & Fosters don’t pour well
Ideas and requests
SPIKE
SPIKE
No.1
BEERS
DRAUGHT
BEERS
DRAUGHT
“Means only good things”
Being a PLP will bring in
new customers
25 BAR STAFF
SPIKE
Spirit
SALES
+

Molson Coors Cup Itinerary
Hotel check-in will be available at registration. Guests will be asked for credit
card details to cover any additional purchases.
GOLF
Dress must include trousers or tailored shorts, polo shirts and golf shoes and
socks. Jeans, t-shirts, sleeveless tops and training shoes are not allowed in the
clubhouses, on practice areas or the golf courses.
EVENING
Smart casual is required for dinner.
Stonehill Road, Ottershaw, Surrey, KT16 0EL
T. 01932 704444
Neil Turley, Head of Golf
T. 07435 042 202
E. neil@xsem.co.uk
MOLSON COORS CUP
The experience
Molson Coors asked us to arrange the 7th edition of
the Molson Coors Cup in May 2018. A select group
of guests were chosen to represent Team Europe
and take on Team USA at the Foxhills Club & Resort,
home of two of the best golf courses in England.
GOLF
We provided a Ryder Cup experience, live leader
boards, on-course performance tracking and digital
course planners which took the event to the next
level.
We delivered
• Live scoring & leader
boards
• Overnight
accommodation
• Delegate
management
• Registration process
• After golf drinks and
dinner
INFORMATION
HOTEL CHECK-IN
Tuesday 1 st May
Arrive mid-morning at Fox Hills
Optional practice on the 9 Hole Manor
Course
Light Lunch
Fox Hills Club & Resort
Tuesday 1 st May 2018
We will be bringing a touch of Ryder Cup magic to Fox Hills on Tuesday 1 st May,
when a select group of guests are invited to join Team Europe and take on the
Molson Coors Team USA for the 2018 Edition of the
Molson Coors Cup.
DRESS CODE
FOX HILLS CLUB & RESORT
CONTACT
FOX HILLS CLUB & RESORT
TUESDAY 1ST MAY 2018

GRAND
CORPORATE HOSPITALITY
GRAND NATIONAL
MANAGEMENT
The experience
We have been arranging corporate hospitality
days at the Grand National for Molson Coors for
several years now. In 2018, we arranged a bespoke
package for attendees. Guests were invited to
access the Molson Coors executive marquee and
were given a complimentary race card and access
to a complimentary bar. Arrangements were
made to watch the race from the raised terrace
overlooking the finishing line in front of the County
Stand. We also supplied all guests with a special
personalised souvenir photo.
We delivered
• Ticket and hospitality
asset management
• Ticket dispatch
• Design work for
itineraries
• Outlet and supplier
liaison
• Event logistics
management
• Bespoke requests
booking
• Golf booking
• Authorisation of asset
only bookings
Thanks for your boundless
organisational skills and arranging such
a super day for my customers.
They really enjoyed themselves, the
inclement weather kept them inside and
together, which made the atmosphere
even more positive than normal.
Molson Coors Grand National 2018 (Theme 1)
Peter Thompson
Wholesale Partnership Manager (North)
NATIONAL
12.04.18
GRAND
NATIONAL
12.04.18
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EUROPEAN
LEADERSHIP
WORKSHOP
The experience
In 2017, we managed Molson Coors’ annual
Customer Excellence Workshop for their European
directors. The event ran over three days in London
and hosted 25 delegates from eight countries.
We provided a unique venue for the workshop
and created a fun and team building evening
programme. Guests participated in Oxford Street
store visits, Molson Coors brand pub visits and beer
and food tastings across the three days.
Smiths of Smithfield
Tuesday 12th September 2017
CONFERENCES
We delivered
• Venue finding
• Delegate
management
• Itinerary design
• Team building activity
– Rib Blast
• Programme creation
• Store visits including
Lego, Waitrose and
Dyson
• Molson Coors brand
pub visits
Not only were you fantastic in pulling
together all the arrangements pre-event,
you also worked hard to make the event
itself run seamlessly – to the point where
I could step back and focus on the
workshop itself which was a real benefit to
me. Having run similar events in the past
they’re tough going but you brought a
real sense of fun to it – and lots of care and
attention to detail.
Laura Lee,
Director of Customer Excellence, Europe
CUSTOMER EXCELLENCE WORKSHOP
Monday 11th - Thursday 14th September 2017
Welcome to our 2017 MCE Customer Excellence
Workshop. A full agenda will be provided to you with
exact timings each day but for now here are all the
headlines you need to know:
ITINERARY
Monday 11th September
Arrive in London and transfer to the Radisson Blu
Edwardian Hotel
15.00 Afternoon Tea in the Hotel Lounge
16:00 Welcome, Introductions & Plans for the workshop in the
Hotel Lounge
17.00 Board the Bus & prepare to ‘Walk the Store’ to see
some great retail experiences in central London hosted
by retail experts IGD
20.00 Dinner, drinks & a team activity
22:30 Return to hotel
We’ll also hear from team members on the latest projects and
what we can expect from their areas of the business in 2018
17.15 Workshop closes
Return walk to hotel
18.45 And for our evening …we’ll ‘Board the Bus’ outside the
hotel and head for pre-dinner drinks before enjoying a
‘Beer & Food Pairing’ at Smiths of Smithfield
22.30 Return to hotel
Wednesday 13th September
07:00-08:15 Breakfast at the Radisson Blu Edwardian
08:15 Meet the team in Reception for a 2minute walk to our
workshop venue Home Sweet Home
08:30 Workshop Commences
The focus for today is on: ‘Building our Plan’
During the day we will work as a team to develop ideas and

CONTACT DETAILS
E. team@mcbchosptalityportal.com
T. 01133946130
M. 07930171753
BRAND EXPERIENCES
INCENTIVES
The experience
We have provided tailored brand experiences for
Molson Coors over the course of several years.
Throughout this time, customers have visited a
range of places that house brands from the Molson
Coors portfolio, including Prague, Cornwall,
Amsterdam and Cork. These experiences have
been used to provide the latest information on
the various brands and have been successful in
promoting the brand and driving sales.
We delivered
• Regional flights
• 3, 4 or 5* hotel options
• Transfers
• Brewery tour
• Beer tasting
• Vintage tram tour (Prague)
• Boat cruise (Prague)
• Horse racing (Cork)
• Golf (Cork)
• Visits to restaurants that serve the brand
• Tailored experiences to fit budget
Destinations include
• Prague for Staropramen and Pravha
• Cornwall for Sharps
• Amsterdam for Grolsch
• Cork for Franciscan Well
ST. MORITZ
11TH MAY – 13TH MAY
PRAGUE INCENTIVE
3rd – 5th May 2018
Best Western Pavv Prague
Hotel Pav is a modern three-star property is located in a quiet
residential quarter of Prague on the border of the Old Town
and New Town. Spacious and smart rooms are equipped with
private bathroom (tub/shower, hair dryer, towels, hotel
cosmetics) and toilet, LCD television with satellite channels,
IDD phone, radio alarm clock and a safe deposit. Wi-fi internet
connection is free of charge. Gourmets can enjoy their stay in
Prague as well, due to numerous restaurants, cafés and bars in
the vicinity of the hotel. After all, the famous restaurant and
brewery U Fleků is just a few steps from our hotel.
While your rooms will not be available until 14:00, you may
leave your luggage at the hotel. Please ask a member of staff at
Thursday 3rd May
06:05 Check-In opens at Stansted airport
08:05 Flight departs Stansted airport
11:00 Flight arrives in Prague
11:15 Transfer from the airport to the hotel
11:40 Arrive at the hotel
14:00 Check-In opens at the hotel
Friday 4th May
07:00 – 10:00 Breakfast is served in the hotel
Day at Leisure

VENUE FINDING
The experience
Molson Coors asked us to find a venue and
accommodation for a conference they were
holding in Birmingham city centre. The venue
had to be suitable for 21 international delegates
attending from Croatia, Prague, the Netherlands
and the USA.
VENUE FINDING
We provided a flexible approach to account for
potential changes to either the conference or
attendees so that the experience was as stress free
as possible. We also made sure to negotiate costs
and cancellation charges with the chosen venue to
make sure that Molson Coors received the best value
for money.
We delivered
• Contract negotiation
• Flexible approach
• Correspondance with the venue
• Contract & payment management
• Multi-venue proposal