SAE Media Group specialises in event content across sectors including military and naval defence, aeronautics, pharmaceuticals, energy, and utilities.
When COVID-19 disrupted the global events industry, SAE Media Group needed to adapt quickly—maintaining digital engagement with sponsors and attendees. As the landscape changed, so too did the contractual expectations, requiring a flexible and responsive AV partner.
Our role has been to provide comprehensive support across digital, hybrid, and physical events. This includes remote and on-site staffing, hardware provision, live testing for virtual delivery, and continuous consultancy. Agility has been key as we’ve responded to evolving requirements.
SAE’s schedule spans up to 30 events per season, each running for two days. Digital events are hosted remotely, while hybrid and physical events are delivered across multiple London hotel venues. Each event demands strict compliance documentation, including £10 million Public Liability Insurance, PAT certificates, detailed floor plans, and technical proposals.
We’ve built strong relationships with these venues and are proud to be a preferred supplier across the board.
The standard for delivery is exceptionally high—particularly for defence-related events, where attendees range from Commodores and Colonels to Admirals. Some content is classified, and the environment demands discretion, precision, and technical excellence.
We introduced a new CRM system to manage and allocate testing sessions for presenters ahead of their digital events. Working from home, our teams followed a scripted process we developed to ensure consistency and efficiency. This streamlined approach increased our testing capacity from just six sessions per day to over twenty.
With many presenters offering only limited time slots—and global time zones spanning the east coast of the USA, China, Australia, and Russia—precise coordination was essential.
We also drafted and negotiated a flexible contract that aligned with evolving government guidelines, ensuring we could continue to deliver the latest technology and meet our clients’ needs reliably and securely.
With multiple events taking place simultaneously, we invested in new equipment to meet demand—this included public address systems, radio microphones, video switching and broadcast systems, IT infrastructure, Zoom hardware, and hybrid kits to enable two-way engagement between physical and digital audiences.
Our solution needed the flexibility to pivot seamlessly between event types, and our contract was carefully structured to reflect this adaptability in clear, client-approved terms.
We’ve had to schedule crew up to 10 months in advance, maintaining a dynamic and responsive roster. Hybrid events require up to 75% more crew than digital-only events, which has presented a significant logistical challenge—particularly during the peak of conference season. Nonetheless, we’ve remained committed to both our clients and our dedicated team of technicians.
We expanded our company resources to meet these demands without compromise. SAE Media Group has supported us throughout, and our input has proven valuable from day one—particularly during challenging periods when other providers fell short.
Despite rising overheads, we successfully negotiated new contracts with increased rates, which were clearly communicated and accepted by the client.
Feedback from both digital and in-person delegates and presenters was overwhelmingly positive, marking a significant improvement over previous solutions.
“We have been very happy with the service and I look forward to the relationship continuing.”
— Ryan Foley, Head of Operations, SAE Media Group, July 2022
Following an initial trial period and two contracted seasons delivering digital, hybrid, and physical events as restrictions eased, we secured a new double-season contract extending through to summer 2023.
This newly negotiated agreement delivers a 17% cost saving for our client—equating to nearly £20,000 off their annual event schedule. At the same time, it supports our updated rates and ensures the continued delivery of a high-level service that both the client and their VIP delegates have consistently praised.
