Case Study: Ernst & Young hosts Rome Forum

Ernst & Young hosted its Mediterranean Strategic Growth Forum for 650 delegates in Rome earlier this year.

Ernst & Young Mediterranean Strategic Growth Forum 2015, Rome
Ernst & Young Mediterranean Strategic Growth Forum 2015, Rome

Pre-event planning

The event is part of a series of Ernst & Young (EY) Strategic Growth Forums, with other events taking place in the US, Turkey, India, South Africa, Mexico, China, Brazil and Israel. This year's event took place at the five-star Rome Cavalieri Hotel. There was a multi-channel external marketing campaign in advance to attract delegates, as well as marketing through EY's partner community. The aim was to bring together influential and forward-thinking representatives to discuss growth and investment opportunities in the region, and to strengthen relationships among business leaders, investors, entrepreneurs, leading politicians and government officials.

Challenges

One significant challenge was accommodating requests to join the event at the last minute as news of it spread and interest spiked. This meant that EY had to dedicate more resources later in the event planning to register last-minute attendees.

Solution

Careful pre-planning and flexibility in the run up to the event and on the ground was important. The EY events team worked with a local DMC on site and also outsourced the registration site and some of the delegate management.

More than 650 business and government leaders from more than 30 countries around the Mediterranean gathered at the event to explore economic, business and regulatory issues, as well as investment opportunities in the region.

Client verdict

Feedback from delegates suggested that tangible actions came out of the event, with new relationships and business opportunities across the region being formed. "Getting the right mixture of high-level networking opportunities and thought-provoking content was the key to the success of the event," said Randall Tavierne, EY global markets leader, Strategic Growth Markets.

FACTFILE
Company: Ernst & Young
Event: Mediterranean Strategic Growth Forum
Group size: 650
Agency: In-house
Date: 16-17 April 2015
Venue: Rome Cavalieri Hotel

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