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Case study

Promoting the world’s largest cardiothoracic surgery event

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Organisation type

Charity/third sector

Membership organisation

Sector

Health and social care

Science, technology and innovation

Service

Brand

Content development

Design

Digital

Events

Marketing

Media buying

Social media

Stakeholder engagement

Strategy

Websites

The brief

The European Association for Cardio-Thoracic Surgery (EACTS) hosts the world’s largest gathering for the cardiothoracic community — bringing together thousands of surgeons, health professionals and industry experts to share knowledge, research and innovation.In 2021, EACTS planned to host its Annual Meeting in Barcelona and appointed Barley to drive attendance and engagement for the event.

Insights and approach

Although the Annual Meeting was already well established, competing events and the global challenges of 2021 meant EACTS needed to re-energise its communications.

Barley developed a clear, multi-channel strategy to promote the event and highlight the value of attending. Our approach included:

  • Designing distinctive branded assets to strengthen the event’s visual identity
  • Delivering a targeted social media campaign combining organic and paid content
  • Running a focused email marketing programme to reach members and prospects
  • Producing EACTS News in the run-up to the event and three editions of Daily News during the conference
  • Partnering with Go Forth to create compelling video content for online promotion

Targeting key regions with high potential attendance based on membership data

Results

Barley’s integrated approach delivered significant reach and engagement across digital platforms. More than 3,000 participants from 87 countries attended the 2021 Annual Meeting in Barcelona — a remarkable achievement in a challenging year for international events.Following this success, EACTS reappointed Barley to promote the 2022 Annual Meeting in Milan.

3,000

participants from 87 countries

2,500

social posts and 7000+ engagements with #EACTS2021

3

issues of Daily News

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