Global Sales Meeting

Cape Town


Dako is market leader within antibodies, instruments and software for diagnosing cancer. Dako’s main clients are clinics and hospitals worldwide and the products are sold in 110 countries with local offices located in 24 of these. The management decided to gather the 265 Dako sales representatives for a 5-day Global Sales Meeting. The objectives of the meeting were to:

  • Introduce the newly appointed CEO
  • Share knowledge and experiences across the many markets
  • Conduct regional meetings
  • Commit the sales representatives to the future direction of the organization
  • Inform about company and product news and go through the challenges of Product Management
  • Award the best individual sales reps and sales teams


The meeting was scheduled for early February and the management wanted the event to take place in the southern hemisphere to ensure a climate allowing for outdoor activities. South Africa was determined as an appropriate location. TCC investigated the conditions and surroundings in the major cities in relation to local climate, security, accessibility by plane, hotels, congress facilities, event facilities, health risks etc. We recommended Cape Town.

TCC developed a total concept for the global 5-day meeting. We were responsible for all elements and the complete program throughout the five days including coordination of all travel itineraries, hotel bookings, meeting facilities, room design and branding, audio/visuals, sound, stages, presentations, catering, award shows, local events and much more.

Following is a short presentation of the five-day program:

Day 1
Arrival. Meet & Greet in the airport.
Welcome reception atop Table Mountain.
Dinner at Africa Café with traditional African activities such as face paint, dance and music.

Day 2
Launch of the Global Sales Meeting with Zulu Warrior Dance and blessing by a Sangoma (an African healer and counselor).
Meetings and workshops all day.
Dinner for the winning sales team at Rhodes House – the former official presidential residence. The sales representatives were picked up and taken to the Rhodes House in veteran cars.

Day 3
Meetings and workshops in the morning.
In the afternoon the participants were divided into the following five activities: rappelling from Table Mountain, visiting the Kirstenbosch Botanical Gardens, wine tasting at vineyards in Stellenbosch, high-speed boating and photo-safari in Cape Town. Beforehand, the employees had chosen their preferred activity.
In the late afternoon, all participants met up at the Spier Wine Estate for a Drumming Exercise followed by African buffet and entertainment at Restaurant Moyo.

Day 4
Meetings and workshops all day.
Team dinners throughout Cape Town.

Day 5
Meetings and workshops all day.
Award Dinner at Groot Constantia Wine Estate. Cape Minstrel theme, Gumboot dancing by the management, entertainment, crowning of the winners and dancing.

Day 6
Some Dako employees followed up the meeting with a private holiday. TCC had organized three travel packages which the employees could choose from: Safari, Victoria Falls, and Winelands.

We would be happy to provide a more detailed case description of the five-day program. Please do not hesitate to call us on +45 70 206 406 for more information.