Background Information
The BCO Annual Conference traditionally attracts members and non-members. The BCO's membership is drawn from those who occupy office space and people who design, build, and manage office space in the UK, therefore, consists of high-profile individuals in the property industry. The BCO's mission is to research, develop and communicate best practice in all aspects of the office sector. It delivers this by providing a forum for the discussion and debate of relevant issues.
Brief
To design and produce marketing materials to promote the British Council for Offices annual conference in New York 2007 for both UK and US delegates.
Solution
The conference and associated activities are part-funded by sponsorship packages so it was important that material was developed at an early stage. To coincide with a massive BCO dinner event, a printed pop-up map of Manhattan was produced and distributed at the event to encouraged discussion and interaction. Initially, a brochure was developed which combined a bold and confident red and white NY style with strong Manhattan and landmark office imagery to support the event and objectives of the British Council for Offices.
UV was also used on the cover to highlight the logo and create a photographic effect. The idea was to try and harness the excitement of exploring NY’s landmarks by echoing the glossiness of a sightseer’s photograph.
The website was launched alongside the final brochure to mutually support activity. Core functionality of the site included Content Management, Online Booking Forms, Sponsor and attendee download / upload functions.
Throughout advertisements were also produced to maximise awareness and enquiry.
Outcome
The effectiveness of the campaign was tracked by member feedback, 30% of the expected number of attendees booked and paid for their places before the full programme was announced. Sponsorship has also surpassed the target and any other conference sponsorship income to date. Anecdotally there is a real buzz around the New York Conference, and we are very proud of the marketing campaign that supports this exciting event.