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Grass Roots delivers successful VMware vForum Series


Meeting and Events agency Grass Roots, part of the wider Grass Roots Group – leading providers of employee and customer engagement solutions - has successfully concluded the delegate management of the vForum EMEA series for VMware, the industry-leading virtualization and cloud infrastructure software company. The events, targeting cloud innovation industry professionals, took place in 24 locations, covering 22 countries across Europe, Middle East and Africa, between May and July 2014.

The delivery challenge was intense. Over 18,000 delegates attended the series, which included two weeks where events were held in 6 different locations. The event in Darmstadt, Germany, was the single largest - with over 1,300 guests in attendance.

Giselle Ripken, Managing Director of Grass Roots Meetings & Events, identified sound planning, a good relationship and reliable technology as the keys to the successful programme: ’From the outset, we knew that our technology was robust, but you never know how the working relationship will evolve. The client couldn’t have been more professional or collaborative – just what was needed to help us get the planning spot on.’

Sandrine Leroux-Graves, VMware’s Senior Director of Communications and Events EMEA, said: ’The registration solution provided by Grass Roots for the vForum series greatly enhanced the visitor experience both pre-event and onsite. The technology provided us with greater insight into the profile of our attendees, which will be invaluable for future events.’

About Grass Roots
The Grass Roots Group is the world’s leading provider of employee and customer engagement solutions. Founded in the UK in 1980, we operate in 15 countries throughout the world. Grass Roots Group companies have over 14,000 clients, including 41 of the FTSE 100, 104 of the FT Global 500.

Grass Roots in the UK has been listed in the 2007, 2008, 2009, 2010, 2012 and 2014 Sunday Times Top 100 list of Best Companies to Work For. To find out more visit


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