Congress Creative Direction

Our Solution

Delegates of the ESC Congress are on a continuous ‘journey’, both professional and personal. The field of Cardiology constantly evolves and shifts, with new technologies and advancements being shared – particularly at Congress. In this campaign TMC proposed a direction which highlights this constant need for growth, positioning ESC Congress 2023 as a pivotal point along their professional journey.

To enhance the campaign impact, a bespoke animated 3D visual was created, representing a continuous ‘energy line’. This energy line was a visual representation of the journey that the delegates went through to attend the event, following them along their path and leading them to come together at the Congress. This design allowed for a ‘hybrid heart’ to be formed, which added texture and detail to the original heart artwork, creating a piece that would serve as a link between all visuals.

With its versatility, this branded visual allowed for integration across a range of media and marketing channels. With social media one of the most effective channels, visuals were created to cover a 9-month content calendar ranging from congress photography, graphically designed abstract updates, video interviews, ‘Hotlines’ speaker reveals, and more. Each of these was accompanied by the energy line visual, whether static or animated.

Alongside this, email campaigns played a significant role, with 76 individual mailers sent to segmented lists, incorporating branded images, graphics, and videos. Specific campaigns were tailored to meet the different needs of the targeted audience, with emphasis on the over 40’s and under 40’s delegates (two key demographics within cardiology). Additionally, physical print promotion, website banners, and display advertisements were created to meet the requirements of the communications strategy.

‘Talking head’ interviews were also leveraged to provide valuable insights to the congress, taking footage from a range of thought-leaders, including the President of ESC and expert Cardiologists working in the field.

From promotion to Congress

For the promotional period to be considered successful, it was crucial for the August 2023 Congress experience to align seamlessly with the campaign. Given the scale of the Congress venue (RAI Amsterdam), a high volume of physical creative was required, made with precision and consistency to ensure correct sizing and placement.

The main auditorium, entrances, flags, lecture rooms, corridors, and outdoor spaces were populated with custom-designed artwork all inclusive of the energy line and ‘hybrid heart’ branding. These were designed for specific interiors and with footfall in mind, with unique textures and shapes that required precise measurement interpretation. In addition, a secondary print campaign was also developed and displayed, with the aim of fostering a long-term relationship between the attendees and the organisation through membership. The ‘Elevate, Support, Connect’ messaging was split into individual straplines to showcase each value-add the ESC offer.

With the successful implementation of a promotional communication strategy and Congress branding, ESC 2023 exceeded KPI targets for attendance. To build on this success, TMC and ESC are proud to be collaborating again for the European Society of Cardiology Congress 2024, based in London.

Our multidisciplinary team at TMC offers a full-service solution to organising Congress events. From strategic counsel, campaign development and full multi-channel delivery, we work as an extension of your core team to help you achieve success.

Planning for your next Congress to create impact within the industry?

If you are interested in an obligation-free conversation about how we can provide innovative design to your in-person events, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.