Best Custom Advertiser Event
Winner: The Atlantic – What’s Next? Navigating Global Challenges with the Innovation Generation
Custom events, built by a publisher and featuring a unique, face-to-face opportunity for a brand, are an excellent way to integrate a marketer’s messaging with a media brand’s audience. Atlantic Media has been one of the media brands at the forefront of this strategy, leveraging their event expertise into thought leadership events and conferences that provide an editorial value while also aligning with a sponsor’s global business interests. “What’s Next?: Navigating Global Challenges with the Innovation Generation” was The Atlantic’s first international conference, solely sponsored by Boeing and held in Abu Dhabi, UAE. Often, the trick for a successful custom event is the blending of sponsor participation with valuable program content. At the event, Boeing's Chairman and CEO Jim McNerney opened with a one-on-one interview with Mohammed Al Otaiba, editor-in-chief of The National. And a full-scale model display of Boeing's Crew Space Transportation (CST)-100 spacecraft was positioned outside the main stage in the venue's lobby, and manned with a trained customer representative. Audience plays a key role as well. A sponsor will necessarily want to interact with its target market. Forty-eight percent of the event’s 500 attendees were president, vice president, C-suite or director level, which allowed for high-level networking and a meaningful sharing of ideas. Further, The Atlantic live-streamed the event in Arabic and English and then rebroadcast it the next day—collecting 1,200 more views. There were 18 million Twitter impressions associated with the event and ongoing press coverage earned another 44 million press impressions.
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