‘Time To Celebrate’ has been acknowledged as Europe’s biggest ever touring show undertaken by a retailer and was devised to showcase the retailer’s Christmas/Millennium collections. Taking place in a specially-designed state-of-the-art structure, the show was staged adjacent to M&S’s flagship stores in Bristol, Gateshead, Edinburgh and Camberley. It incorporated a celebrity cooking demonstration, a fashion show and an exhibition of merchandise from the Home & Gifts department, and was seen by 26,000 customers and staff across the UK. The event was managed by a crew of 550, and transported around the country by 25 articulated trucks. Hotcakes collected the award during a ceremony at Geneva’s Inter-Continental Hotel. The Event, which has been incorporated for the first time into the huge European IBTM Exhibition at Palexpo, has been created to recognise the excellence, creativity and planning which helps big brands and multi-nationals reach out to their staff, suppliers and customers. From a shortlist of four, Hotcakes fought off strong competition to win the Award, and received additional acclaim for its production of the Mazda MX-5 Catwalk at Cosmopolitan Show which was Highly Commended.
Friday, 22 June 2001
Brand experience consultancy Hotcakes has won the international award for Best Consumer Products Event at the European IBTM Awards in Geneva (30 May), for its production of Marks & Spencer’s unique ‘Time To Celebrate’ touring show.