Diageo World Tours

Diageo World Tours

Diageo (www.diageo.com) is a market leader in alcoholic beverages.  The company has a collection of global brands including Guinness, Smirnoff, Captain Morgan and Baileys.  With dozens of sub-brands located all around the world, Diageo felt that the annual global tour was an important event in the company’s calendar.

The tour was comprised of a succession of events which took place at three locations within Europe, America and Asia respectively.  The Diageo Tour gave the company’s global marketing team the opportunity to share their strategy for the coming year with senior colleagues from each of the sub-brands.  Around six hundred senior management members spent three days in each location networking, conveying important messages and highlighting local and global success stories.

Work on the Diageo Tours project included creating seven imaginatively themed and branded conference rooms such as forests, war rooms, exhibition spaces and immersive experiences.  All the spaces were overhauled each night by the team to reflect a different Diageo sub-brands for the following day.  A large club lounge was also provided for delegates to relax in with a twenty metre bespoke bar.

As the tour took place across different continents, significant logistical challenges were presented.   David Priestley (now MD of Toolshed) managed the process of setting up this succession of events smoothly and efficiently.  With a UK crew of just twenty five, plus supporting local crew, and over twenty tonnes of kit, this was no mean feat.

The whole project created an enormous positive impact within Diageo and is just the sort of challenge that Toolshed thrive on.