Thule Management Conference 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 conveniently located for the participants.
Background
For the Swedish company Thule, it’s all about making it easy to live an active life. Their motto, ”Active Life, Simplified”, describes the 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 doing business with them. We took that feeling into the project to create Thule’s international conference in 2024.
The mission
Contrast was tasked with working with the Thule Group to create a holistic brand experience for their annual CEO meeting.
The group's top executives from Europe, the USA and Asia would gather to, among other things, get to know the new group CEO, gain knowledge about new product categories, look ahead and share knowledge and experiences with each other.
Solution
Contrast took Thule to Iceland, which is strategically located between two of the continents from which the parts originated. The environment provided endless opportunities to work with Thule’s brand, so that the participants could have a holistic experience in line with the company’s brand and values.
Thule is a role model for many in marketing. And they are meticulous about every detail; they leave nothing to chance. The corporate culture and brand would therefore be felt in every choice we made:
In the venue, the hotel, the flows, the service, the gifts, the premises, the technology choices, the dinners, the activities, the meeting formats, the interaction possibilities..
The same applied to the conference content, which in this case was planned by Thule's colleagues.
Results
It was an experience entirely in Thule's style that proved just how important the details are; that everything communicates. All choices say something about the brand. Like a rainy day in March in Iceland doesn't create problems when you're equipped with the right outdoor clothing and products.
”Loved the bad weather – it made the conference!”
