Micro Focus Experience Tour
The Challenge:
- Manage end-to-end annual flagship event hosted in Dubai but targeting customers, partners and prospects across the region. Several sub-events were planned between the day-long conference, along with Press meets, invitation-only CIO lunch, breakaway tracks etc.
EWA Solution
- The first step was to begin with database – almost 4000 contacts were built and verified and with aggressive calling for audience generation EWA secured 2000 registrations. The venue had its own overwhelming design and décor and the challenge lay in taking over the entire location with Micro Focus branding, elements, visuals and colours. This was effectively done, and right from the street leading to the venue, Micro Focus branding was placed, big and bold. Innovative elements we used in venue branding – delegates were pleasantly surprised to find brand attributes in the most unexpected locations in the venue. Event experience was further enhanced by roving social media teams who captured and posted highlights as well as attendee experiences, running contests that kept spirits high, photo booths, caricature artists etc.. 13 partner booths also kept delegates engaged between sessions. Itineraries of visiting speakers, partners, celebrity speakers – were smoothly managed by a dedicated team from EWA.
- EWA had designated team members to independently manage different aspects of the event, with a command center and leveraging high tech comms systems.
Results
Over 650 attendees were hosted at the venue. The event was a resounding success and generated a lot of press, visibility on social media and fantastic feedback from Micro Focus leaders as well as from partners and customers.