Camelot’s Virtual Annual Sales Conference


Camelot invited 220 colleagues from across the Retail Sales Function to attend a conference from the comfort of their homes. CI Group hosted a blend of Live Webcasts and pre-recorded content delivered live by the retail leadership team and special guests.


CI Group were enlisted to support an annual Sales Conference originally due to take place at St James’ Park Hilton – this was unable to go ahead due to the pandemic.

Rather than cancel it all together we took our vast event experience to a virtual forum and supported Camelot with their first fully-digital conference.

Camelot were able to get important messages from their leadership team out across in their largely field-based colleagues in an engaging way throughout the event; more vital than ever in the challenging landscape!


In just 6 short weeks CI Group created a secure, simple solution, blending our existing Virtual Event platform with the TNL Retailer Hub to create an interactive webcast solution. We were even able to add breakout rooms and an Escape Room challenge to bring enhanced interactivity to the event.

To support the virtual content we sent event packs out to each attendee’s home, the pack contained treats, snacks and drinks accompanied by a programme of the day and even awards to recognise the efforts of those very worthy winners.


We quickly pivoted our huge experience in the live events sector to build and deliver a first-class digital experience.

Our full-service offering seamlessly helped Camelot produce a digital strategy for engagement, manage live event delivery, ongoing communications and well-thought-out design.

CI’s experience in this area proved invaluable when quickly changing our event to a digital forum; they were able to advise on some excellent attendee engagement tips to make sure we exceeded the typical expectations of a virtual event. When asked to score the virtual event our Retail Team returned an impressive 4.5/5 which is on par with a fully functioning face to face sales conference!

Stefanie Dauncey – Retailer Communications & Engagement Manager

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