We have organised Penguin's annual sales conference for the last 16 years. It's moved all around Europe but in 2008 it was to take place in the UK. We picked the south coast's most famous five-star hotel, the wonderful Grand Hotel. It's located in Eastbourne, like us, and I'm a big fan, having trained there many years ago. It has 17 elegant event spaces and can cater for conferences up to 300.

We decided on a 'Penguin-on-Sea' theme for the five-day conference. We created a logo, which was like a road sign saying 'Penguin-on-Sea' with the South Downs in the background, and the whole set reflected the theming.

There were 175 delegates, including publishing and sales people, editors and writers, including Jamie Oliver, who launched his Ministry of Food book there.

Every evening there were activities, including a seaside evening, and a big gala dinner on the final night. We also took them out to the Ram Inn, near Lewes as a great example of a traditional Sussex pub with excellent food!

Overall, Penguin loved the destination, in particular The Grand, which they thought was incredible.

Article written by Managing Director - Robert Enefer

Published in February edition of M&IT Magazine