More than 70 corporate buyers from companies including Barclays, BP, Diageo and BMW attended Zibrant’s ‘Cool Britannia’ party at the soon-to-open ME Hotel in London.

The event, which included a sneak preview of the newest Meliá property (due to open next month) featured a welcome from a pair of Royal Horse Guards as well as a meeting with the ‘Queen’ and a series of interactive British-themed group activities including Mini races in the ballroom and a light show in the 10-storey atrium.

The event was part of Zibrant’s ‘Cool Britannia’ campaign to encourage organisers to hold more events in Great Britain. Zibrant will host the next event at the sea fortress Spitbank Fort next month.

Fay Sharpe, managing director – sales and marketing, for Zibrant, said: “It is quite unusual to be able to offer clients a preview of a hotel that has not yet opened to the public, but we were confident that Meliá and Zibrant could work together to create something really special.

“Britain has not always been the best at championing its events offering, but I believe that the Jubilee and the Olympics have brought a new sense of patriotism to the country and the industry.”

ME London general manager Fabio Gallo, added: “Meliá was keen to partner with an agency to showcase the hotel to buyers, and in Zibrant found perfectly matching brand messages – trendsetting, innovative and credible. The added aspect of ‘Cool Britannia’ reinforced the message of London as the location of choice for a leading international hospitality brand.”

Pictured: Buyers join the ‘Queen’ in her room at the Cool Britannia event