TAF Awards 2024

The Ask:

For the second consecutive year, Oddity had the privilege of working with the Trade Association Forum to deliver their annual TAF Awards. The awards are designed to celebrate Trade Associations and individuals all across the country. While TAF’s main goal remains the same - to celebrate the very best in the industry and thank them for their hard work - TAF wanted to further enhance the attendee experience for 2024. Oddity undertook the challenge of refining last year’s successes, to create an unforgettable night for those in the sector.

Approach

We worked with the Trade Association Forum team with our four-phased approach. 

Phase 1 - Discovery

Our first task was to look at the feedback from 2023 to identify any areas of improvement, and where we can build and elevate the attendee experience. During this process, we established TAF’s budget through expected ticket sales and 2024's expectations. 

Phase 2 - Planning

Our weekly calls served as a point of contact for client queries and project updates. During our calls, we discussed entertainment options, marketing strategy, awards order, ticket sales, budget updates, attendee experience, and any issues that arose throughout the planning phase. 

Phase 3 - Execution

The execution of the TAF awards saw the culmination of our logistical preparations, with all the details finalised. We concluded briefings, finalised the run of show, shared the final details with attendees, and finalised the details with the venue. 

On the day, Oddity’s role was focused on managing the logistics and operations of the evening including set-up, execution of the awards, entertainment, venue management, attendee journey, and breakdown of production. 

Phase 4 - Evaluation

Post-event, Oddity gathered attendee feedback and met with the TAF team, taking a collaborative approach to share feedback. Oddity followed this up with a written report for the TAF team to take into the planning of TAF Awards 2025.

Results 

• 340 guests at the Grand Connaught Rooms in Central London.
• Lively entertainment included a string quartet, a four-piece band, roving magicians, a photo booth and an event host.
• Enhanced production with a larger set, additional visual aids, and atmospheric lighting throughout the room. 
• Our marketing strategy proved effective and consistent. All attendees received detailed information in the lead-up to the event. 
• Attendance grew from 250 in 2023 to 340, increasing the margins with the return on investment.
• Positive attendee feedback noting the entertainment, improved trophy design, venue layout and an entertaining host.