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CPA - Expand Your Horizon
Turning nice to Attend' into   'Must Attend'
We were challenged to develop a campaign which would attract delegates (members and non-members) to the CPA Ireland 2021 Annual Conference and change the perception of it being ‘a nice to attend’ to a ‘must attend’ event.
Specialisms
Strategy
Campaign
Copywriting
Digital
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THE CHALLENGE
At its peak the CPA Ireland Annual Conference was attracting an excess of 250 delegates. However, with the pandemic and moving to remote working, turn out would be a challenge. We needed to communicate that the conference still had outstanding speakers and was an event not to be missed.
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THE RESULT
The brief naturally led us to the Expanding Your Horizons campaign which not only focussed on the benefit to the attendees but further highlighted the calibre of the line up of speakers.

The past 2 years has taught us that it is no longer just about your past experiences or careful planning, but being able to timelessly pivot, spot opportunities and react. The number of attendees exceeded expectation with positive feedback received and a great sense of pride from members.
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Patricia O'Neill
Director, Member Services
“Over the past few years we have had the opportunity to work with White Bear on a number of design projects which have all been wonderfully creative. We were really excited by this campaign which grabbed the attention of our prospective audience and increased the number of delegates attending the conference by 19% compared to the previous year.”
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