Atlanta, GA – March 3-5, 2008

Few things are as fun, interesting and challenging as developing and producing an event that encompasses 500 global attendees, a bevy of high powered executives, 20 PowerPoint’s requiring custom creative work, 2 custom videos, 3000 square feet of rubber track and the 5 sprinters to run on that track, lighting design, stage set design, custom graphics, and the finer points of human space requirements.

Just three months ago, Delta Air Lines began to put the pieces together that would culminate less than ninety days later with their Global Sales and Distribution Conference. But, there were some unique challenges at hand: first, there had to be an appeal to a global audience; second, the messaging had to connect; and last, the turn around time was less than half of what would normally be required to pull off the event. So, Delta sought to work with a group that was familiar with both Delta’s culture and the challenges that this project presented.

By the time M Three became involved with the project, the timetable had shrunk to just five weeks. Within 35 days time, M Three was able to create a cohesive high level production solution that implemented the core messaging, and coordinate every element of the production.

At The Starting Line

With an understanding of the target audience and the intended messaging, we landed on the theme: “The Great Race To Success.” The concept behind the theme appealed to the competitive nature that is so common among sales people. And the messaging behind the theme was perfect for Delta’s situation: “regardless of the surrounding elements, our focus needs to remain on our own performance in an effort to ensure our own success.”

Hitting The Ground Running

With a theme in place, M Three was responsible for developing almost every aspect of the look, feel and experience the event would offer. In record time, our in-house graphics team created banners and supporting materials with motivational look and messaging. As the days flew by, staff worked day and night to develop and implement a widescreen stage set that would stress the importance of the event as well as engage the audience.

The Race Begins

M Three’s central theme was implemented in a variety of ways. The first unique production item was an actual track and field rubberized track that we laid down around the perimeter of the room. This really drove the point home that Delta was in a race, certainly with external forces that would constantly be a challenge. As the crowd entered the “stadium,” runners were warming up on the track. With commentators on site, the crowd was quickly engaged with the happenings and eagerly anticipated what came next. The four competitors were at the starting blocks: in lane number 1, the hometown favorite – Delta Air Lines; in lane 2 – “the economy”; in lane 3 – “fuel prices”; and in lane 4 – “other airlines.” After some drama along the way, Delta Air Lines was the first across the finish line, and the crowd erupted in celebration.

The theme also allowed for a motivational video that had a dual message. It highlighted the great accomplishments of 2007, but it also helped to inspire the participants to continue striving for the goals and performing to win for themselves and the company.

A central topic for Delta was to motivate and inspire the sales staff. But how do you reach a global audience. M Three decided to borrow the messaging from a simple African proverb. The proverb about the motivations of The Lion and The Gazelle was an inspiring and certainly universally understood message.

“Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle; when the sun comes up, you’d better be running.”

Between the presentations, M Three made sure there were some “racing” related activities that continually drove home the messaging of the conference. Not to mention, it’s always funny to see grown men riding tiny bikes!

One of the highlights of the day was a fun run that was led by 1972 Olympic runner, Jeff Galloway, through Delta’s headquarter city of Atlanta, GA.

The evening was topped off with a party at one of Atlanta’s hottest spots, Opera. With entertainment provided by M Three, the party became another one of the high points of the conference. With DJ Swift spinning the international hits and our very own Emcee Galaxy hypin’ the crowd, the venue had to finally kick us all out so they could call it a night – but it was a night that none of us will soon forget.

Knowing that the work never ends, M Three editors began the overnight task of developing the recap video. As day three began, and blurry-eyed editors put the finishing touches on a crowd-pleasing recap, the meeting resumed. One of the nicest touches was interjecting a little fun and games into the proceedings, and such a moment was when 500 people got to toss written suggestions on paper airplanes at our two unsuspecting commentators.

As the end of the meeting day neared, the video rolled. Certainly there are things worth losing sleep over and the reaction of the crowd certainly made all of the efforts appreciated.

The three day conference went just as quickly as it came; and the goals that were set, were accomplished.

So, The Great Race To Success was just that.