In March 2007, Bayer CropScience Pty Ltd launched an exciting new herbicide, Cheetah Gold, into the Australian cereal crop protection market.  As the commercial launch of Cheetah Gold was identified as a very important event for Bayer in 2007, it was identified early on that an external events agency would be required in order to ensure the launch to both our internal sales staff and external customers, would be viewed as a very professional event.

Bayer CropScience was placed in contact with Venues 2 Events via their advertising and promotions agency, MARS Marketing Consultancy.  Kim Hesse, Director of Venues 2 Events, was the key contact for Bayer throughout this project.  Kim and her colleagues were responsible for proposing suitable venues for both the Internal Launch (Melbourne) to Bayer's Sales staff as well as four external launches to Bayer's distribution and consultant partners (Adelaide, Bendigo, Wagga, and Narrabri).

Venues 2 Events did a masterful job at organizing all logistical aspects for the internal launch that was held at the Werribee Zoo / Mansion, located just outside of Melbourne.  They managed the securing of all relevant meeting facilities, the A/V company, and the running order for the day and evening sessions.  With their assistance, the Marketing staff at Bayer were able to focus on the content of the meetings to ensure the objectives for the launch were met.  The 2 1/2 day event was a huge success with many of the participants indicating that it was one of the best events they have ever participated in.  A significant part of the success was attributed to the strong organizational skills demonstrated by Kim and her group.

The assistance of Venues 2 Events for the external launches was much the same as the role that they played during the Internal Launch.  At each location, they selected the venues, organized accommodations for all participants, secured the required A/V equipment, created the running order, and managed all other tasks associated with the event.  Kim and her crew were on site at the external sites and were always present to quickly address any site related questions.  This was a wonderful luxury to have from Bayer's perspective as it allowed the Bayer staff to once again concentrate completely on the presentations and the mingling with customers.

In summary, Venues 2 Events provided Bayer with an excellent package in 2007.  They were extremely professional, courteous, helpful, and added the final touches to a very memorable launch of Cheetah Gold in 2007.  The business performance of Cheetah Gold in 2007 was very promising and Bayer believes that the very successful launch of the product played a key role in the commercial success of the product in 2007.  Bayer CropScience will certainly utilize the services of Venues 2 Events for future events.



Best Regards,
Brent Collins