O2 Arena
London, UK

In July 2007, ISG and Comperio Research were appointed by AEG (Anschutz Entertainment Group) to create, sell, and manage a new premium seating product at The O2 arena.
In July 2007, ISG and Comperio Research were appointed by AEG (Anschutz Entertainment Group) to create, sell, and manage a new premium seating product at The O2 arena.
This incredible venue opened in June 2007 and had many exciting elements to it: an incredible line-up of international events (i.e. Bon Jovi, Prince, Justin Timberlake, Led Zeppelin, NBA Basketball), a live music club (indigO2), an 11 screen multiplex cinema, exhibition centre (The O2 bubble), and an entire street of bars, restaurants, and leisure attractions (Entertainment Avenue).
This new premium product was called The VIP Club. The initial task for Comperio Research was to research the marketplace to understand what it wanted in terms of event access, transport, catering and other 'VIP' benefits.
This research resulted in an exciting new offering that allowed customers (both corporate and personal) to select the events that they wanted to attend.
A team of six executives then sold this product with very impressive results. By December 2008, the ISG team had raised total contracted revenue of nearly double the initial targets.
From this experience, AEG and ISG enjoy a strong working relationship that we look forward to continuing around the world in the future.