After the launch at the Mobile World Congress in Barcelona, HTC, with the support of Gruppo Peroni Eventi, organised a Canvass Meeting for the retailers and operators to present new strategies and market positioning in Italy for the new HTC ONE smartphone. The Terme di Milano was chosen as the location where the guests, after their workday, had the opportunity to enjoy the exclusive luxury and services offered. The event was planned with a double objective, to involve two different target groups: distributors and operators in a B2B event and consumers in a B2C event. At the end of the day, the location was redesigned to host a party for more than 500 guests. Boy George and his DJ set were the evening's special guest and entertained the guests until closing time.