Building a 29-year-old domestic event into a global brand.
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Magazine Ad |
Reed Exhibitions' INTERPHEX event has been the leading pharmaceutical event in the world for 29 years. In a fast-changing industry, Reed wanted to keep the brand relevant by addressing new growth areas. At the same time, Reed needed to protect the integrity of its valuable INTERPHEX brand.
A disciplined branding campaign from Brandloft has helped to re-invigorate this major pharmaceutical event and strengthen its brand globally.
Brandloft worked closely with Reed management to research the brand's strength and draw, resulting in a total re-branding of the event to focus its messaging and re-attract exhibitors / attendees. A new logo strategically evolved the INTERPHEX brand to encompass a broader industry scope, and new creative emphasized its importance as the "must" attend industry event: "Best when taken annually."
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Events website and landing pages |
A robust website siloed the messaging and focus by key manufacturing interests, and integrated marketing campaigns encompassed print, DM, email, and an online experience to increase online registration and online visits.
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Global Brand |
Brandloft is extending this successful domestic work by working with Reed to integrate nine global INTERPHEX events into a single universal brand — creating a new global identity and a consistency of brand message.
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"Evolve" Magazine Campaign |
Since the initial launch of the new campaign, the event has seen increased attendance, increased participation by major exhibitors, advertising and website recognition, and a renewed industry focus. The successful show promotion continues to evolve .
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"Evolve" website |
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Building a 29-year-old domestic event into a global brand.
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