As the biggest and most renowned event in the Pub industry’s calendar, every year expectations are high and this year the production needed to once again exceed expectations. The client’s main objectives remained the same; to create impact, give their guests a great time and ensure that there are ample sponsorship opportunities for their two headline sponsors – The Morning Advertiser and Sky. Having worked with William Reed on their events for years, they have trust in our creative and technical expertise to take the reins on the look and feel of the production. Each year we take inspiration from the last, improving the logistics and taking into consideration feedback from the client, their sponsors and of course their guests.
For 2018 the set and stage were re-designed to give us the creative flexibility to design something that would not just exceed expectations but set a precedent for years to come. The production was one of the most complex yet, from both a technical and event management perspective but also regarding the creative onscreen content which was specifically designed by our in-house studio to meet the unique requirements and design of the stage set. The stage spanned the full width of the back wall at Battersea Evolution with an LED canopy bringing the space to life.
Guests arrived into the room from either side of the space and the scale of the production, creative use of lighting and LED DJ booths (a new addition) created the ‘WOW’ factor that our client looks for each year. With an event of this scale the pre-event planning time is crucial, specifically this year due to the complexity of the production; the use of backstage access and on-stage DJs; the scale of the drinks reception and brand activations, and the detail in the on-screen content. The unique content was designed around the slightly abstract shape of the screens using an animated neon border rendered and overlaid on to the slides which created the same effect as the LED flex lighting used across the set.
Our role is to manage the production from start to finish, becoming the single point of contact for almost every aspect of the event. Part of that role is to ensure that there are ample branding opportunities for the award sponsors, as well as space for the brand activations in the reception area. This year these included full branding throughout the entrance and themed games from headline sponsor SKY and branded bars that filled the drinks reception. This space shapes the first impression for guests as they arrive and therefore is as important as the main awards set and production. Ensuring the high-profile nature of the event is carried through to the main awards, each year renowned presenters or comedians play host for the evening.
This year Rob Brydon took centre stage and saw the event through to the end before guests moved back into the drinks reception for the after party. An award show of this scale, where expectations are so high, needs to leave a lasting impression. Guests look forward to the event all year long and come to celebrate and recognise their achievements and therefore every element, no matter how big or small needs to be perfect. The 2018 event was another huge success.