CPA - Expand Your HorizonSTRATEGY | CAMPAIGN | COPYWRITING
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.
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.
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.
- Patricia O'Neill
Director, Member Services