Atlantic Canada Tourism Partnership wanted to make a big impression on the UK media in 2010 with a unique and memorable event.  In February 2010, we organised an ‘iconic evening’ in one of London’s most iconic venues; 40/30 at The Gherkin to which we invited 50 of the UK’s leading travel media and trade industry VIP partners.  Hosts for the evening were the ACTP partners from all the provinces; New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. 

We worked closely with the venue in the weeks running up to the event.  It was a difficult brief, in that we were stretching the limits of the budget, but working with a very exclusive venue.  We therefore had to be extremely careful not to miss any hidden costs. 

The menu was the most challenging aspect of the event.  We were keen to showcase the sumptuous seafood of Atlantic Canada, but lobsters, scallops, crab, oysters and clams are not cheap ingredients in the UK!  After many iterations with the chef, we came through with a menu which suited both the brief and the budget, including a roving oyster bar for guests during their pre dinner cocktails.

The recipes for the cocktails themselves were individually created by the bar manager to reflect the different ingredients and personalities of the four provinces.  For example, we offered a Blueberry Mimosa for Nova Scotia and a ‘Partini’ for Newfoundland and Labrador which included partridgeberry syrup sourced from the province.

Our third challenge was to stay true to the spirit of the venue.  The Gherkin has the most amazing 360 degree views of London, glass and chrome styling, and an exclusivity based in reality (you can’t just pop in for a meal there, you have to be invited by a member).  So we needed to create tasteful, minimal decoration, whilst also bringing through the character of Atlantic Canada with subtle touches.  This meant VIP limousines for our guests to the venue, designer flower arrangements, exclusive invitations, and ‘below the line’ messaging through the cocktails, menu, gifts and iconic story ideas on the tables. 

The event was a huge success and set a new record even for KBC; we had 100% turnout!

 

 

 

 

“Thanks for inviting me to this wonderful event.  I really enjoyed it. Please do keep me up to date on news from Atlantic Canada.”

Jane Lovatt, Travel Editor, Prima Magazine

“The turnout was incredible and the comments we received from the guests were outstanding.  Thank you for all your hard work in pulling this together…We really appreciate all your efforts and that all devilish details were looked after.  Everything ran smoothly and the guests really enjoyed their evening.”   

Lisa Gagnon, Tourism New Brunswick

“Thank you all for an informative and enjoyable evening yesterday. The venue was spectacular, the food superb, the turnout impressive, and the information relevant.

 A very well organised event – thank you for inviting me.”

 Charlie Hampton, Canadian Affair