• February 23, 2025

A Unique Journey: Mags Shaw’s DMC Destination Train

A Unique Journey: Mags Shaw’s DMC Destination Train

A Unique Journey: Mags Shaw’s DMC Destination Train 1024 683 micebook.

Creating an event that stands out in a crowded industry calendar is no small feat, but Mags Shaw of Mags Worldwide achieved just that with her recent Destination Train event on the Belmond British Pullman, which I was lucky enough to experience as a guest, along with 150 #eventprofs.

 We caught up with Mags to find out how she pulled it off…

The idea for the Destination Train event came about when Mags reflected on how industry trends had shifted and how difficult it was becoming to engage with agency planners face-to-face across the UK. Previously, she frequently hosted large dinners or roadshows across several major UK cities with her DMCs but had found these were becoming less impactful.

Seeking something unique, a chance remark during a conversation with Belmond’s Perrine Chapelain sparked the idea: What if she could take over the entire Belmond British Pullman for an exclusive industry experience? When she discovered she could secure the train’s first seasonal departure at a more competitive rate, the wheels were set in motion.

Making it happen

While the idea was exciting, executing it required swift and strategic planning. The challenge of filling 150 seats was daunting, not to mention covering the cost of putting on such an event.

Her ten DMCs were the first essential piece of the puzzle. Eight quickly committed, while two were unable to participate due to prior commitments. The eight on board were Adria Events (Croatia & Montenegro), BUZZ DMC (Portugal & Spain), Creative Poland, Islandbridge (Spanish Balearics), g2o (Turkey), MOMENTO DMC (UAE & Oman), The VIBE agency (USA), UNICA (Latin America).

Mags then secured sponsorship from four key hotel partners: Churchill Hyatt, The Claremont, Rocco Forte Brown’s, and The St. Pancras Renaissance Hotel. These hotels hosted attendees traveling from outside London the night before, removing a logistical barrier for guests and ensuring a full train. She also secured further sponsorship from Corinthia Lisbon, Sofitel Downtown Dubai, and Taj Hotels, among others.

On the day

The event began at London Victoria station, where attendees were greeted by a bagpiper, signalling the train’s arrival. DMC representatives, armed with paddleboards and flags, welcomed guests onboard.

To enhance the guest experience, Mags opted for an afternoon tea service instead of a full lunch. “Afternoon tea was easier to manage, felt more elegant, and allowed for more interaction between guests,” she explained. The menu featured delicate pastries and finger sandwiches, paired with champagne and tea.

Seating was carefully planned, ensuring that agency representatives were seated with their clients, and that DMCs had ample opportunities to engage with guests. Each DMC partner hosted a carriage, and also moved around during the second part of the journey to interact with buyers in other carriages, using quizzes, poetry, storytelling and other creative ways to engage guests.

“I personally went around to thank every client for attending,” said Mags, reinforcing the event’s warm, personal approach.

The event exceeded expectations, with 90+ agency representatives from 70 agencies and 26 corporate clients in attendance, many of whom rarely accept industry invitations. “The fact that some of the guests were people who don’t usually come out made it feel even more special,” said Mags.

And best of all – the train was full. In the run up to the event, Mags communicated clearly that should an emergency or illness arise, that guests kindly had a colleague on standby to take their place in eventuality of cancellation so there were no empty seats.

Reflecting on the event, Mags believes it was a “textbook model” on how to execute an industry showcase differently. “It took a little old me to buck the trend and try something new,” she quipped.

As one attendee put it: “It was something different. It was something special. And most of all, it was unforgettable.”

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