Bensons For Beds

You know it’s going to be a great event when the client’s ideas are as wild and creative as yours, and that’s exactly what happened with the Bensons For Beds 2025 annual conference.

Bensons wanted to create something fresh and exciting, an event that would energise teams ahead of a peak trading period while reinforcing the company vision in a fun and memorable way. And of course we accepted the challenge.

We started planning months in advance, working closely with the client to determine key messages, presenter topics and creative delivery methods. Our design team developed a visual identity that aligned with the client’s objectives, creating a suite of design collateral to be used throughout the conference.

Over on the production side, our team got to work planning an expo that brought leading brands together to showcase their products and make meaningful connections with delegates. The expo was a first of its kind for Bensons and encouraged store managers to engage with suppliers in a new way, arming them with new product knowledge they could apply to their sales techniques.

With the conference taking place just one week before Christmas, the team at Bensons wanted to make things as fun and as festive as possible for delegates. To end the show in style, we decided to do Bensons’s very own version of Saturday Night Takeaway, transforming the Telford International Centre into a live TV studio.

We worked with the exec team, helping to create a script that included all the key company messages, styled like a typical episode of Saturday Night Takeaway. Think Ant vs Dec, Win the Ads and The End of the Show Show, all with a Bensons twist! This high-energy way of delivering critical information meant that delegates remained engaged and attentive after a long day of conference sessions.

To close the show, we pulled out all the stops. We hired a ten-piece gospel choir, who brought the event to a spectacular finale with their renditions of some of the nation’s best-loved Christmas songs. Sparkulars and confetti streamers exploded into the crowd, providing one final boost of to delegates ahead of their journeys home.