Raadvads 250 years anniversary

The lodge dinner as an entertaining marketing tool.
This case draws on the concept "The Lodge Dinner". (click to read)

The Beginning
Raadvad wanted a link between their 250 year anniversary, the initiation of a new marketing- and communications plan and a kickoff event for noew pwoducts. At the same occasion the personal relations had to be strengthened and so MIDGAARD EVENT was contacted to inspire the proces.

Allready Raadvad har chosen Raadvad Inn in Lyngby as the setting for the arrangement and aimed to include three danish designers and one Raadvad-historian in the event. Quickly we realized that this demanded "out of the box" - thinking and after a few days we decided on heavily tweaking an allready existing product - The Lodge Dinner.

Our proces:
Identifying the customers needs and signing an agreement of intent
Creating Ideas
Customer Acceptance
Framework
Customer feedback
Production of event
The Event
Evaluation

Identifying the customer needs and the agreement of intent
We started out by meeting face to face and discussing the concept and ideas. Immediately after the meeting we sent a letter of intent, and based on that we developed the contract, setting the framework of the arrangement.

Creating ideas
The Lodge Dinner consists of a) The murder mystery and b) the Da Vinci Riddles. Add to that the food, drinks, setting etc.

We developed the idea to let some of the Da Vinci Riddles be based on products from the participating designers. Add to that a singlw riddle concerning Raadvads story and one concerning the marketing strategy previously used.

View examples of: Riddle 4, Riddle 7, Riddle 10 (danish)

Furthermore we would include the story of Raadvad in the Murder Mystery, creating evidence and motives all relations to Raadvads story.

To help them out, the participants could seek help from designers the marketing group of Raadvad. Everybody was in costume and worked as a counsel for the Raadvad-Lodge.

Costumer Acceptance
After explaining these ideas thoroughly to ensure no misunderstandings we got green light to proceed at a meeting with Raadvad.

Framework
The primary objective of the framework is to identify the information we need from the customer and to set deadline dates for both parties.

Especially the da Vinci riddles took a lot of thought. The challenge at hand was to transform design issues to riddles demanding a 4-ciphered numeral code as answer. Furthermore, to solve the riddles the participants would need to use the counsel's advice.

We developed an algorithm that served as template for the riddles, arranging designs, years, persons, source of inspiration etc. Having the template, we identified which information we needed from Raadvad and the designers.

Customer feedback
After presenting the algorithm  to Raadvad and a short discussion we gathered the needed information from the historian, the designer and the other involved parties. This information was used to create the murder mystery and the riddles.

The final program of the day was decided at this occasion as well.

Production of event
The final plot details, planning, location-scouting, special effects production, costume rental etc.

The Event
The final program consisted of:

- Transport by bus
- Turning the time 250 years back - costumes, Ribbons, carriage-ride to location
- Arrival at Raadvad Kro
- Welcome to the Raadvad-lodge, buffet
- Welcome by the managing director of Raadvad
- Introduction by the Grand Master of the lodge, introduction of staff, the death of the Grand Master

- Solving the 10 riddles to open the lodge-chest.
- Solving the Murder Mystery
- Dinner
- Disclosure of the murderer, the grand finale

Evaluation
Evaluation with the customer was held, and last part of the invoice was dispatched.