Case study · Duracell
Duracell · Global Sales Summit in Cartagena, Colombia
Muisca™ Travel & Events produced the Duracell Global Sales Summit in Cartagena for 56 executives over three days, including a Perfect Store built from scratch.
56 executives, 3 days — a Perfect Store built from scratch, and a summit that launched a division.
One of 120+ programmes Muisca Travel & Events has designed and produced in Colombia.
| Client | Duracell |
|---|---|
| Program type | Global Sales Summit |
| City | Cartagena |
| Dates | July 31, 2023 – August 2, 2023 |
| Group size | 56 executives |
| Principal venue | Sofitel Legend Santa Clara |
| Muisca role | Corporate Events & Meetings; Production & On-Site Delivery; Legacy & Community Integration |
| Hired by | BI Worldwide LATAM |
The Brief
The brief
Duracell asked for a premium global sales summit in Cartagena that could not miss on a single touchpoint. The brand’s visual world is unforgiving: the copper had to be that copper, the pink had to be that pink, and every branded object had to honor strict guidelines without approximation. On top of that, BI Worldwide LATAM was using this program as a strategic test case for live travel and events. If it landed, they would invest in the division. If it did not, that path could stall.
The Creative Concept
The idea
Muisca designed the summit around three pillars: strategic business sessions, brand-immersion experiences, and premium Colombian hospitality. The goal was not to dilute the business content with entertainment, but to let the experience reinforce Duracell’s premiumness from multiple angles. That meant exacting branded production, a program flow that moved between plenaries and emotional moments, and a hospitality layer that felt unmistakably Cartagena without ever slipping out of brand control.
The experience
The programme
Three days in Cartagena that never let the business go flat. A private catamaran at sunset with live violins on deck, a full day of plenaries around the brand’s premium position, a virtual-reality room and a neighbourhood shop built to real scale inside the hotel so the sales force could walk the shelf they sell, a parade of drummers and dancers through the old town to a rooftop dinner that ran late, and a departure that left something behind: the shop’s surplus, donated in the brand’s name to a children’s foundation.
The film
The Results
The proof
For Duracell, the summit gave 56 top sellers a program that matched the premium standard of the brand they represent. For BI Worldwide LATAM, the success of the program became the catalyst for launching a dedicated Travel & Events division, now one of their largest business units. For Muisca, the summit proved that the company could translate obsessive brand standards into physical experience at a level serious enough to shape a client’s business strategy.
The numbers behind the programme
- 56 Duracell executives over a three-day summit in Cartagena
- 10 Muisca staff on site
- Every branded item produced to exact Duracell color standards
- A full Perfect Store simulation built from scratch inside the hotel
- Delivered during a period of concurrent high-complexity programs and international travel commitments
The community layer
Following the summit, more than $5,000 USD in surplus materials from the Perfect Store build were donated in Duracell’s name to Fundación Pies Descalzos, the education foundation established by Shakira. The CSR layer was built into the program logic from the outset, not added as a post-event gesture.
Capabilities
What this programme demonstrates
What a buyer can take from this case.
Keep building
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Frequently Asked Questions
Questions about this programme
By treating brand standards as production requirements, not loose references. In the Duracell summit, hats, fans, roll-ups, tags, cocktail branding, and environmental graphics were all produced against exact brand color expectations with no tolerance for approximation.
Yes. The Duracell summit balanced global leadership plenaries, a VR experience, and the Perfect Store simulation with a sunset catamaran, a parade through Cartagena, and a high-touch dining sequence, so the business content and emotional energy strengthened each other.
It means designing and producing a complete retail-training environment from scratch rather than adapting an existing room. For Duracell, Muisca created an entire neighborhood tienda inside the hotel so executives could walk through the brand’s ideal point-of-sale logic in three dimensions.
By designing the post-event legacy in advance. In Duracell’s case, surplus materials from the Perfect Store build were redirected to Fundación Pies Descalzos in the client’s name, turning a temporary scenic build into a longer community contribution.