Case Studies | Interphex
Building a 29-year-old domestic event into a global brand.
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."
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.
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.
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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