Mutual Trust and Creative Synergies drive engagement at the ESE Congress
Thanks to a strategic multi-year communication plan, a long-term client relationship and the determination of AIM Hungary and its local partners to leverage the destination, the European Society of Endodontology (ESE) Congress 2022 successfully welcomed a professional community eager to meet in person again and to share knowledge and experiences.
There were great expectations amongst the international professional community of endodontologists for the ESE Congress 2022, celebrated in Budapest; their first opportunity to attend a fully in-person meeting after the pandemic.
“As the dust settles after a joyous and hugely successful Congress, I write on behalf of the ESE Executive Board to formally recognise the outstanding contribution made by the team at AIM in delivering that outcome. The feedback we’ve received from delegates, speakers and presenters and from our corporate partners and sponsors was overwhelmingly positive and we thank AIM for the calm, courteous and effective way in which they managed all challenges that came their way” – that’s a direct comment from the note of thanks and congratulations received from the client.
How was this result achieved? “The mutual trust we’d established with the client and the excellent synergy between the various teams and local partners was key to the success. AIM Portugal has worked with the international association as core PCO for several years, during which time it and has organised the biennial congress three times and has amassed considerable knowledge of the association’s culture, expectations and needs. AIM Communication manages the association’s communication programme all year round and planned a series of activities in of the lead-up to the congress. AIM Hungary exploited their comprehensive knowledge of the destination and their strong relationships with local providers and partners available to tailor and optimise the program. Excellent collaboration between the Hungarian Convention Bureau and Hungexpo offered vital support”, summarised Monica Freire, Business Manager AIM Portugal.
We can measure the success of the congress across three key areas:
– The first-class and interactive scientific program and consequent high delegate numbers. Not only were delegate numbers high, with 1.600 participants from 65 countries, more than 100 speakers and a rich scientific program; but the general mood was up-beat, driven both by the opportunity to discuss key concerns face to face and by an attractive social program, including a welcome reception, an informal evening cruise on the River Danube river and a gala dinner at the Museum of Fine Arts.
– In terms of sponsorship. With 48 sponsors & exhibitors, +500 sqm exhibition area and a dedicated symposia hall that ran over 3 days, the congress registered record-breaking support from industry, whose representatives were as keen as the delegates to re-connect for the first time since the pandemic.
– The successful communication plan and very active social media engagement – during the two years that AIM Communication has managed the ESE’s communication strategy, it has succeeded in generating impressive numbers from a low-profile start via a year-round plan focused on empathy and ongoing engagement. An ad hoc campaign was launched to publicise the congress, culminating in live coverage featuring shared stories and short video interviews with delegates, delivered in a personal and empathetic tone. The ESE social community, which has grown significantly in the past two years, with Instagram followers increasing by 50% from 1.350 to 2.050, has been instrumental in the campaign’s success, spontaneously sharing more than 370 stories and countless comments on Instagram throughout the congress.