Bentivoglio Macchine Utensili

100 in Centro: the largest corporate event is created by Gruppo WISE.

Gruppo WISE, the Brescia communication agency specializing in integrated communication and organization of large corporate and sporting events,  created a unique event for Bentivoglio Machine Tools in Torbole Casaglia that involved an entire city. Specialized in the marketing of new and used machine tools, Bentivoglio Macchine Utensili was founded in 1919 and over the years it has innovated and grown without ever changing its commercial and product sector.

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To celebrate 100 years of activity the company, entrusted  Gruppo WISE  to create three events in one, involving two of the main city areas of Brescia: the famous Piazza Loggia and the Diocesan Museum. The agency took care of every single aspect of both the event and its promotion, activating all areas of expertise: branding, events, digital web and press office.

The show in the square
The highlight of the project was the show in the square, which Bentivoglio wanted to give as a gift  to everybody.: Gruppo WISE brought the Colorado artists to Brescia for the first time. The free show saw the likes of Dario Cassini, Paolo Migone, Gianluca Fubelli take the stage under the direction of two historical presenters of the famous television program: Paolo Ruffini and Diana Del Bufalo.

All the media coverage was customized and branded: video ledwall, stage, square, staff outfits, invitations, credit passes, etc. thus managing to promote the company in a coordinated and effective way. All logistics, hostesses and service staff were also managed and coordinated by Gruppo WISE.

The agency naturally organized  the event in its entirety, starting from the idea and naming it “100 in Centro”. To promote it, the visual was used on various online and offline media: an information landing page was created, advertising in the press, promotional flyers, hangers on the underground, and maxi billboards. Social advertising campaigns were also managed and an editorial plan was created to cover the entire launch phase, duration and post-event, with the creation of promo videos of the Colorado artists who invited everyone to the evening. Apart from the above Gruppo Wise also organized  the press office including invitations, pre and post event announcements and relations with journalists.

The aperitif at the museum
The show was preceded by an aperitif-dinner dedicated to Bentivoglio employees, collaborators and friends, which was held at the Diocesan Museum.

Hostesses, stewards, bodyguards, photographers, videomakers and DJs were organized in  preparation  for the arrival of 350 guests, who had been given an entrance badge for  the show  with the possibility of  using a reserved parking area with guest transfer via  a shuttle service.

The dinner was held inside the Museum –using the garden and cloister – which were customized with drapes, banners, backdrops, and furnishings in the colours of the Brand. Floral arrangements and brightly lit spheres in the garden, animation with women “camellias” at the entrance  enhanced the whole location.

The party
The museum was re-arranged for the post show party, creating a soft and elegant atmosphere: LEDs in the colours of the visual and luminous spheres illuminated the cloister, while the animation became romantic and sophisticated with the entertainment of the women “Abatjour” and women with brightly lit  wings. A room inside the museum was also set up with an open bar and dance floor. The highlight of the after show was of course the cutting of the cake celebrating 100 years, this was also personalized with the Bentivoglio logo. The event also had a charitable purpose and therefore all the necessary aids for fundraising were created, from display cases to personalized envelopes.