AON rocked conference attendance.
New theme and marketing materials for user event led to a boost
in registration.
CHALLENGE
AON eSolutions, a technology solutions provider for insurance clients, wanted to increase attendance at their annual client conference at a time when most businesses were cutting back on travel expenses.
SOLUTION
Building on Austin's reputation as the Live Music Capital of the World, Soloflight developed a rock and roll-inspired logo and theme for the event. Forgoing the corporate look and feel of previous promotional materials, the event's announcement mailer consisted of a glam metallic envelope and featured collateral designed to resemble CD liner notes. As a means of driving traffic to the event registration page, this package included a 3-song music download card that could be redeemed at the conference's website. For the actual event, Soloflight created a branded PowerPoint presentation and agenda, a t-shirt design and an attendee hang tag that resembled a backstage pass.
RESULTS
The new branding grabbed the attention of clients and prospects alike, generating interest in the event. When compared to the previous year's conference, the attendance increase in 2008 was significant.
