arinex

Event: 4th Asian Pacific Congress of Heart Failure (APCHF)
Venue: Melbourne Exhibition and Convention Centre
Group size: 800
Date: 29 January – 3 February 2008

Client Overview
As Heart Failure is a growing research area in the cardiac industry it was important to deliver an outstanding event for the 4th Asian Pacific Congress of Heart Failure (APCHF) which was being held outside Asia for the first time. 

Challenges
As 2008 was only the 4th meeting in the series, a solid membership or delegate base was yet to be developed. The challenge arinex faced was sourcing the details of the correct target group and creating eye-catching communications so as to ensure that attendance numbers were high, that the attendees themselves were of sufficient level of qualification and education, and that participants represented a good cross section of nations in the Asia-Pacific region.

Experience
arinex developed an extensive online and printed marketing strategy targeting the majority of cardiology streams throughout the Asia-Pacific region.

For the online campaign resulted into a steadily increasing database that arinex was building. An interactive and animated Congress website was developed, and links of the Congress URL were established on 21 external and topic related websites to increase and optimise the search engine results.

The most effective and successful marketing activities were the two overseas booth promotions at related conferences in the Asia Pacific region and the advertising opportunities that arinex achieved via contra deal arrangements with related conferences, associations and medical institutions.  Moreover, the close relationship with the Asia Pacific Society of Cardiology that arinex built up in conjunction with the well known Chair Professor Henry Krum enabled us to promote APCHF 2008 efficiently to cardiologists in Asia Pacific. 

arinex also achieved a major publishing sponsor resulting in the Conference receiving heavy converage through their publications.
 
Result
The extensive marketing strategy resulted in 790 delegates registering to attend the Congress, originating from over 40 countries. 60% (472) were Australian, 31% (245) were from Asian countries.

Our extensive marketing strategy also allowed us to sell the Congress to more potential sponsoring companies which resulted in achieving 50.5% over the initial sponsorship target and selling 96% of the exhibition space.

“arinex proved themselves to be an extremely valuable resource in the organising of the 4th International Congress of Heart Failure. Despite having only a small core Organising Committee, I received total support from arinex through their full PCO package and preparations for the meeting proceeded very well.

I would highly recommend arinex to manage any meeting.”
 
Professor Henry Krum
Chairman, APCHF 2008 Organising Committee