Some receptions feel transactional: a few drinks, a few polite nods, maybe a logo on a step-and-repeat. But then there are those you remember, because something clicked. That was the case when Destination St. John’s took over a rooftop in the heart of London and redefined what a tourism activation could be.
Hosted at Florattica Rooftop London, the event was a sensory blend of strategy, storytelling, and how to turn a business reception into a brand love letter.
This wasn’t about promoting Newfoundland and Labrador. It was about drawing the UK market into it—into its colours, its voice, its energy.
TK Events didn’t just execute the event; they shaped it. With offices in both Canada and the UK, they understood what it would take to bring the essence of St. John’s to life in one of the world’s busiest cities—and they delivered with intention.
The venue brief was deceptively complex: “Modern Meets Nature.” It needed to feel fresh, bright, and inviting, with organic touches that mirrored the “Colourful Encounters” campaign. Jill Knox Boswell, Director of TK Events UK, sourced eight spaces, with three of them making the shortlist. However, only one, Florattica, felt right. It was private yet accessible; elegant but bursting with personality. Its botanical ceiling, direct view of St. Paul’s, and secluded rooftop terrace created the ideal balance between high-end and heartfelt.
From the moment guests arrived, the experience unfolded like a story. Branded circular badges in vibrant hues served as both name tags and a visual cue that this event wasn’t like the others. The food, curated with input from Destination St. John’s and TK, wasn’t just inspired by East Coast cuisine—it was named playfully after Newfoundland slang and local traditions. It sparked smiles, curiosity, and countless conversations.
As the reception began, guests were welcomed into an event that felt more like a gathering of old friends than a formal gathering. The Honourable Steve Crocker, Newfoundland’s Minister of Tourism, delivered remarks that struck the right balance between government insight and personal passion. WestJet’s Tara Jago followed, offering a glimpse into the expanded air service that had prompted this celebration in the first place. Both speakers grounded the event in the purpose of connectivity, collaboration, and shared growth.
And then came the emotional moment—“The Reason”, Destination St. John’s new promotional video. Equal parts cinematic and soulful, it reminded everyone in the room why people fall in love with Newfoundland and Labrador: the land, the people, the feeling of arrival.
But the team didn’t stop at speeches; entertainment added another layer of storytelling. AcoustikUK, an acoustic trio known for their show-stopping vocals, guitar, and sax, returned by popular demand. Their roaming set blended seamlessly into the crowd, casually weaving in Canadian classics and creating an atmosphere that’s simply unmatched.
A roaming Digital Event Artist brought an unexpected twist. As guests mingled, she captured them live in motion—stylized portraits drawn digitally using Destination St. John’s brand colours. Each sketch was sent to attendees in real time. The takeaway wasn’t just a souvenir; it was a digital moment that made everyone feel seen, valued, and included in the experience.
Then came the surprise finale: a giveaway trip for two to St. John’s, courtesy of WestJet. It wasn’t just a prize, it was a promise—a tangible invitation to step into the story they’d just been immersed in.
Behind it all was TK Events, ensuring every detail—from AV to F&B to flow—felt seamless and effortless. But that’s the secret: the more seamless the event, the more intentional it is.
For Destination St. John’s, the payoff was evident: strengthened relationships, new opportunities, and deeper engagement from UK-based partners who now sensed the destination rather than just hearing about it. For planners, it served as a reminder that the right venue, message, and experience design can shift perception and open markets.
“It’s exciting to see the investment in air access and the collaboration between WestJet and local stakeholders,” one industry guest noted. “This is a game-changer for the region.”
Another was more personal: “The rich history and breathtaking landscapes of Newfoundland and Labrador make it an easy choice for our future programs.”
And from the client side, the praise was clear:
“At Destination St. John’s, we pride ourselves on delivering exceptional experiences. Working with TK Events has been instrumental in achieving that. Jill and her team bring a level of creativity and professionalism that ensures every event is seamless and impactful.” —Paul Bugge, CEO, Destination St. John’s
For those lucky enough to attend, it was a conversation about place, purpose, and possibility.
To learn more about TK Events, visit their website and social media pages.
