Keeping Things to the Point for Innovation Point
Two days. Two thousand visitors. One iconic venue. May 2018’s Digital Festival, Wales’ biggest technology event, intended to ‘go global’.
Moving into the Millennium Centre in Cardiff for the first time, the event’s organisers, Innovation Point, needed assistance in raising its profile internationally through an integrated digital advertising campaign, as well as creative support in the provision of event collateral.
The brief was to create a fun, ‘festival’ feeling to the event, without veering too far away from its purpose as a professional showcase of technology companies.
Following initial meetings with the client to agree on early priorities, our design and creative team produced a bilingual event brochure that would allow Innovation Point to showcase the event to potential exhibitors and begin to sell sponsorship packages.
Brand guidelines were provided for logo use, but the ‘look and feel’ of the brochure was briefed as allowing a completely fresh start. Research was conducted into the branding of similar international festivals and two initial concepts put together. The team worked closely with the client to narrow down the final look and feel and the final design of this brochure went on to inform the branding of the whole event.
Our web team was also tasked with supporting the design of an event microsite to accompany the event. To facilitate emerging event requirements, it became necessary for the client to use a specialist event website platform. This left us with a number of challenges. The development and support team for the platform was based in the USA, and the platform enforced a number of access and design restrictions.
Despite these obstacles, we worked with flexibility and went above and beyond to ensure the website was completed successfully.
As a way of driving traffic to this website and increasing ticket sales, our multi award-winning digital team was also tasked with running a PPC campaign. By bidding on a variety of keywords and search terms, implementing display placements, remarketing as well as Facebook, Instagram and LinkedIn targeting, we delivered over 2.4 million impressions and over 10,800 clicks which resulted in 1,014 direct conversions and 188 assisted conversions (people who left the site and returned to convert).
The nature of the event meant we had to work to very short deadlines at times. On several occasions, press ads were required on the same day in order to take advantage of reduced rates. We remained flexible throughout and ensured that no piece of collateral went over deadline, despite the short notice.
The event was a resounding success, with over 2,500 delegates booked to attend. Innovation Point stated after the event:
“We were extremely happy with the work which S3 delivered for us for the Digital Festival event. They took our brief and created a relevant, bespoke package of creative and digital marketing strategies which met our requirements well. We were very happy with the final result and would be happy to recommend S3 for any event design work.”