“All the Right Connections,” an innovative event promotion developed for the London Executives Association (LEA), was able to connect with judges of the Summit International Awards as well as connecting international association members with the annual conference hosted in London, Ontario.
When LEA was chosen to host the gathering for its parent organization, the International Executives Association (IEA), organizers turned to Marketing Strategies & Solutions for help attracting members to the city. The result was a customized business card wallet containing 40 business card-sized “mini-posters” of area attractions and hospital sites.
As Lyn Ibson, Creative Director for MS&S, explained: “LEA is all about making connections with prospective business peers and allies. The business card is a primary communications tool for members, so it seemed the natural way to communicate a wide range of things to see and do in London.” Each card described a single tourism site or business resource in the region and provided contact information to help members to plan their visit. A similar format was used to enclose event information such as travel directions, menus and seminar schedules. Wallets filled with the cards were hand-delivered to attending members at the previous year’s conference in California, then mailed to remaining members.
The Summit International Awards were created to recognize and celebrate the creative accomplishments of small and medium sized advertising agencies and other creative companies throughout the world with annual billings of under $25 million.
Over the last decade, the competition has established itself as the premier arbiter of creative excellence for firms of this size.
Companies and individuals from more than 50 countries and five continents participate in its awards programs. Using rigorous evaluative criteria and blind judging processes, its competitions reward those firms truly deserving of special recognition.
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