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27/11/2013 Event Agencies

Three locations and three events in just one day for the New Holland convention in Rome signed by Filmmaster Events

Seven years after its last event, New Holland, a leading multinational company that manufacturers and sells agricultural machinery, hosted a convention to meet the international dealers  of the  EMEA area (Europe,the Middle East and Africa), entrusting organization of the event to renowned agency Filmmaster Events.

The result was a spectacular convention in Rome which, in just one day, saw the staging of three events, in three different locations,  for the 1,400 guests hailing from 12 countries throughout the world. Staging of the event involved a staff of 240 resources.

The day began at the Palalottomatica which hosted the convention Drive the Action, centred around high technology with the use of 3D videos and an impact-making setting involving 600 metres of screens. The display area featuring the agricultural machines was set up in the outdoor exhibition area of the facility.

Following institutional work sessions, participants were bussed to the Cinecitta Studios where against the backdrop of a set depicting ancient Rome,  they took part in an awe-inspiring video mapping and a show of design lights inspired by the bucolic theme of Latin poet Lucrezio’s  De Rerum Natura.

After the gala dinner, a show entitled The Protagonists featuring actors of the calibre of Giancarlo Giannini and Caterina Murino was held at Cinecitta’s Teatro 5, playground of Federico Fellini and the most famous and largest soundstage in Europe. By paying tribute to the cinema and the famous Italian director, the idea was to pay homage to the history and tradition of New Holland, an historic company established in the same year (1895) in which cinema was born.


Tag: Filmmaster Group
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