Worldpay: Epic destinations and unforgettable experiences
One way to create brand impact is to use the psychology of destination, because humans recall beautiful experiences more vividly, leading to stronger connections.
When Worldpay chose to relaunch their flagship Rethink event series, we made sure the experience would help them reconnect with their audience in a profound way.
Worldpay enables over a million businesses worldwide to take, make, and manage seamless payments across mobile, online, and instore.
Their flagship event series ‘Rethink’ ran annually for nine years before the pandemic.
Post pandemic, Bray Leino Events helped the brand relaunch Rethink in Europe and the Americas, with a new look and feel and a focus on delivering beautiful experiences designed to create lasting memories and forge deeper bonds between Worldpay and its customers and prospects.
Rethink
In 2024, we expanded this successful concept to incorporate Worldpay’s APAC audience and delivered three Rethink events and six smaller Rethinking events:
Rethink: multi-day events at venues in the Dominican Republic, Portugal, and Bangkok, targeting existing customers and prospects, from influencer to c-suite decision maker.
Rethinking: smaller events aiming to distil the same elements of education, connection, and fun into half-day experiences at unusual venues in Stockholm, Paris, Munich, Milan, Dubai and London.
The Piazza
To enhance the rejuvenating sense of escape from the routine, we reimagined the traditional B2B technology event format, taking inspiration from the ways business relationships have been built for centuries.
The result was ‘The Piazza’, where exhibition areas, networking, cocktail receptions, and entertainment intermixed. Keynote content would bring delegates together around a central point, and delegates were never more than a short walk away from a drink and a quiet spot where they could have an in-depth discussion.
Using artificial intelligence, delegates could scan a QR code to either listen to live translation or view subtitles on their mobile.
Experience
Short sessions were always bookended by generous recreational time - like paddleboarding off the beach, or sunset wine tasting, unstructured networking, live entertainment and rooftop dinners.
Psychology tells us the aesthetic qualities of a destination can create positive associations and lasting connections - our minds encode visually beautiful experiences more vividly, leading to stronger recollections.
The approach worked, 96% of delegates rated their experience 5/5 stars, and Worldpay estimated that the pipeline generated across the two events delivered ROI many times over.
“Bray Leino Events have brought a fresh creative energy, and the environment and experiences we delivered helped us build new relationships and connect more deeply with customers.”
Ellen Morgan, Director of Events, Worldpay
