Annual Distributor Conference ignites Belfast

The conference offers the chance to bring together all of TATA Genuine Parts’ authorised distributors, so they can deep dive into what they can achieve together, reflect on how the past year has been and launch upcoming products. The top performing distributors are then rewarded for their achievements at the exciting and hotly contested ‘Excellence Awards’ ceremony which celebrates individual, team and project successes.

A destination that has it all

To celebrate TATA Genuine Parts’ top performing distributors, event organisers Thomas Cook India and destination management company (DMC) CHR Travel were tasked with choosing a destination that offered unique spaces, luxury accommodation and award-winning attractions. As one of Europe’s most vibrant and exciting cities, Belfast was the destination of choice because it boasts affordable five-star accommodation for delegates who stayed in the Grand Central Hotel. The city also acted as a gateway hub to truly unique visitor experiences such as the Titanic shipyard and filming locations for ‘Game of Thrones’. This was a key decision-making factor for organisers who arranged distributor visits to the Titanic Museum and treated them to a memorable gala dinner at the Game of Thrones Studio Tour in Banbridge. For their main event, having a world-class venue in a walkable city sealed the deal as delegates enjoyed a full day programme including an extraordinary gala buffet and evening awards ceremony. The adaptability of ICC Belfast's largest exhibition hall, Hall 1, proved to be of immense value as the space seamlessly transitioned from a daytime conference setting to an evening awards venue within a couple of hours.

CHR Travel, Director, Chris Antoniou said:

Belfast was the destination of choice because it offered everything and more for our international client.The flexibility of the state-of-the-art facilities at ICC Belfast meant that we were able to bring this event to life in a way our delegates have never experienced before.

ICC Belfast | Waterfront Hall | Ulster Hall Chief Executive, Julia Corkey said:

We have seen an increased demand from corporate event organisers with international clients such as Tata Motors that are looking for a destination that truly has it all.

“ICC Belfast is well equipped to host these events and our commitment to investment and innovation, both in our people and in the technology and services we offer clients means that we have laid solid foundations to remain at the forefront of the MICE industry.”

Fuelling a bespoke experience

Adopting our clients’ KPIs is a pivotal step in our event planning process because it ensures that we create emotional connections and deliver an incredible event experience. Demonstrating their commitment to excellence, ICC Belfast's catering partners, Hospitality Belfast, attention to detail extended beyond taste, encompassing presentation and cultural authenticity, helping to curate an unforgettable experience that perfectly complemented the overall conference atmosphere.
By embracing collaboration with award-winning restaurant Nu Delhi, Hospitality Belfast helped curate a bespoke Indian menu that transported guests on a flavourful journey to the heart of India. Merging Hospitality Belfast's commitment to excellence with Nu Delhi's Indian culinary mastery, this collaboration not only showcased the artistry of Indian cuisine but also added a variety of savoury and spicy traditional favourites, contemporary fusions, and artfully crafted specialities. The partnership between ICC Belfast, Hospitality Belfast and Nu Delhi showcased a harmonious blend of creativity and meticulous planning, leaving a lasting impression on all who attended.

Hospitality Belfast, General Manager, Stephen Murray said: 

We tailored a menu and taste profile that is in keeping with local cuisine whilst showcasing amazing Northern Ireland produce. Working closely with resident Indian chefs in Belfast, we ensured the dishes offered were in keeping with the cooking styles and service the client would be accustomed to, offering a seamless home from home experience for delegates.

Aspire to inspire

Every facet of the event spaces used were transformed into a canvas for showcasing Tata Genuine Parts brand essence and values. From strategically positioned external banners leading to ICC Belfast’s Riverside entrance and foyer to immersive digital blade screens that seamlessly integrated the brand's messaging all while promoting the activity planned for delegates. The stage within Hall 1A was brought to life using an LED wall as well as hanging digital signage, providing an impressive backdrop that effectively communicated the brand's commitment to quality and innovation. This inspiring approach to branding not only elevated the conference ‘synergising aspirations’ theme but also left an indelible mark on all attendees, reinforcing Tata Genuine Parts as a global leader in the automotive industry.

Driving success together

City wide collaboration is by no means a new phenomenon for Team Belfast, with the local business events industry often recognised by event organisers for going the extra mile in order to deliver exceptional experiences for delegates. Belfast has received industry acclaim as the world’s best conference and events destination, elevating its position as an ambitious destination that continues to exceed expectations. By synergising efforts for this conference with key city partners including Hastings Hotels and Titanic Belfast, first-time delegates visiting the city were treated not only to an exciting event programme but a warm welcome to the city's rich heritage and renowned hospitality.

CHR Travel, Director, Chris Antoniou said:

Choosing Belfast made the delivery of the event so much easier because all the city partners work so closely together – from Caitriona in Grand Central Hotel to Pete at Hospitality Belfast and Hama at ICC Belfast – everyone understood the importance of making this event not just authentic but extra special.

Leveraging the team at ICC Belfast’s wealth of expertise across all elements of this conference resulted in an event that was genuinely distinctive and left a lasting impression on both the event organiser and delegates.

CHR Travel, MICE Contracts Manager, Mohini Giddu said:

As a DMC I can confidently recommend Belfast to my clients for future business events.

If you are interested in collaborating with ICC Belfast's team of experts, let's connect and explore how we can support in achieving your event objectives.