MICE Roadshow 2019

For the second year in a row, Accor hosted its annual MICE Roadshow, traveling to four cities: Frankfurt, Munich, Vienna and Zurich. SCRIPT and TELL created a dynamic and interactive back-to-back event experience with talented walking acts, live musicians, a show bartender, and a custom photo studio.

This year, the communication setup was once again tailored to support Accor’s sustainability initiative “Planet 21,” with the theme: Reduce, Reuse, Recycle. Each day of the event was connected to a charitable cause: for every ten meetings held, Accor donated one square meter of garden space to City Farm Augarten in Vienna – totaling 160 m².

Sustainability was embedded throughout the experience: costumes made from recycled materials reflected the event theme, and a mobile herb garden served as a playful nod to urban gardening. The roadshow route was carefully planned to support rail travel and minimize transport emissions.

Over four days, SCRIPT and TELL managed a 20-person crew of technicians, entertainers, photographers, and stylists – building and customizing a flexible setup adapted daily to each new location.