MasterCard Travels to Argentina for Sales Conference - Event Marketer

MasterCard Travels to Argentina for Sales Conference

2016_Ex_EX_SingleMktB2B_MasterCard
Brand: MASTERCARD
Agency: BARKLEY KALPAK AGENCY
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2016

MasterCard added some Latin flavor to its internal Sales Leadership Meeting (SLM) in 2015, offering up a more message-driven, engaging environment to the 420 global sales professionals and select leadership in attendance. Held for the first time in Buenos Aires, the event immersed attendees in Argentinian culture, from a customized tango show representing conference themes to an off-site team-building event at a local ranch. Driven by a “¡Con Garra!” (With Gusto!) theme, MasterCard offered a more dynamic experience than ever before, earning SLM the highest overall rating in the conference’s history.

On day one, the agenda was jam-packed with music, panels, facilitated discussion and peer-led presentations. At La Republica Ranch the following day, employees were immersed in MasterCard’s famous “priceless” experiences, participating in activities like polo clinics and empanada making (yes, please). On the final evening of the conference, an awards dinner held for top sales leaders at an art gallery featured dramatic light changes, strategic color palettes and elegant décor.

A custom mobile app further enhanced the conference experience. The app not only included a video message delivered by MasterCard’s ceo as attendees arrived, but offered a private social network in which they could share their experiences in real time throughout the event. ¡Con Garra! indeed.

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