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When PI&R (Premier Inn and Restaurants) asked us to curate their biggest celebratory event of the year for their 5,000+ delegates, of course we were up for it!

‘Force for Good’ is PI&R’s internal CSR programme, so it was vital the event was packing a punch, presenting Opportunity, Community and Responsibility (the CSR programmes’ three pillars).

Along with ensuring that every individual recognised their part to play and were super proud of it! And, of course, we built the event with sustainability and inclusivity in mind.


Hosted by Rylan Clark-Neal, and with scattered award giving, we made sure the event exuded energy throughout. The afternoon session posed the question of why being a ‘Force for Good’ is so important to P&IR’s ambition of being the world’s best budget hotel business, and how everyone has a part to play in achieving that.

For PI&R, community is key, we heard from members of their team sharing personal, motivational stories on how PI&R provides opportunities and makes a positive impact in its local communities.

P&IR’s partnership with Great Ormond Street was highlighted, where a young patient presented live to the audience – there wasn’t a dry eye in the house!

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The afternoon was rounded off by a night to remember, with street food stalls, pop-up cocktail bars, a huge fairground and live performances form Pixie Lott, Craig David and Pete Tong!

For PI&R, Opportunity is about giving everyone from people with disabilities to the LGBTQ+ community the ability to work. So, we did exactly that - ensured that every demographic attending the event had been considered and their needs catered for.

How did we do this?

We gender neutralised the whole event and worked closely with PI&R’s LGBTQ+ committee to nail it!

The event also included braille for those with sight issues, provisions were made for guests with disabilities, and stalls catered for all different dietary requirements.

Adhering to the business’s responsibility pillars, we ensured everything from the cotton in the hotel beds to every ingredient on the menu was sourced in a sustainable way and, where possible, carbon impact was reduced, no stone went unturned.


Over 90% of the guests said they could identify with the messaging and felt empowered to be a “Force For Good”. As well as this, the MD of the business stated that this was the best event they had EVER hosted – and we even won 2020 C&IT Celebratory Event of the Year for our efforts on the project!