Thule Management Conference 2024 in Iceland
Who says 'yes' to Iceland in March when it's rainy, windy, and snowy? The company that lives its brand in every detail, of course.
Contrast took Thule's international managers to a location that both suited the brand and was logistically convenient for the participants.
"Loved the bad weather - it made the conference!"
Background information
For Swedish company Thule, it's all about making it easy to live an active life. Their motto, "Active Life, Simplified," describes their ambition to develop products that make it a little easier for those who buy them to live an active life, and the feeling they want their customers to have when they do business with them. We took that feeling with us into the project to create Thule's international executive conference in 2024.
The mission
Contrast was commissioned to work with Thule Group to develop a holistic brand experience for their annual management meeting.
The Group's top executives from Europe, the US, and Asia would gather to get to know the new CEO, learn about new product categories, look ahead, and share knowledge and experiences with each other.
Solution
Contrast took Thule to Iceland, strategically located between two continents, which served as the starting point for the two parts. The environment provided endless opportunities to work with the Thule brand, allowing participants to enjoy a holistic experience in line with the company's brand and values.
Thule is a role model for many in marketing. They also pay close attention to every detail and leave nothing to chance. The corporate culture and brand should therefore be evident in every choice we made:
The location, the hotel, the flows, the service, the gifts, the premises, the technology choices, the dinners, the activities, the meeting formats, the opportunities for interaction...
The same applied to the conference content, which in this case was planned by Thule's employees.
Outcome
It was an experience entirely in the spirit of Thule, proving just how important the choice of details is, that everything communicates. Every choice says something about the brand. Like how a rainy day in March in Iceland is no problem when you are equipped with the right outdoor clothing and products.
“Loved the bad weather – it made the conference!”
