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Singapore Maritime Week 2023
Singapore Maritime Week (SMW) is an annual gathering of the international maritime community to advance key industry issues and exchange ideas to bring the sector forward. Driven by the Maritime and Port Authority of Singapore (MPA), SMW brings together key opinion leaders and industry leaders through conferences, dialogues, and forums.
With in-person events back on the agenda for the international shipping market, 2023 marked the return of a full-scale, in-person Singapore Maritime Week - one of Asia’s largest maritime events. SMW covers a wide range of prevalent topics that appeal to different segments of the industry. The challenge was to inform and engage decision makers and professionals in the global maritime industry about the week's agenda, comprising prominent speakers, industry conferences, and topical panel discussions, and encourage their attendance. Together with the MPA, Informa Markets appointed BLUE to plan and execute a marketing campaign to achieve that objective, relying on our in-depth industry knowledge to develop engaging content and accurate audience targeting.
The campaign successfully captured the attention of target audiences, from shipowners and decarbonisation thought leaders to professional services decision makers. By combining compelling content, precise targeting, and visually appealing ads, BLUE successfully delivered over 67000 visitors to the event website, increased the SMW LinkedIn page following by over 1000 members and significantly contributed to the number of registrations for the various SMW conferences throughout the event week.
Our campaign included weekly LinkedIn content to inform and inspire SMW page followers about the 2023 edition, highlighting key speakers and discussion topics as well as LinkedIn advertising with campaigns tailored around conference themes and PPC (Google Ads Search and Display) campaigns with maximum returns per click.
In our planning, we needed to ensure that all audiences would be captured appropriately. With four key agenda tracks (Innovation, Sustainability, Services and Talent), it was important that we delivered tailored ad content for each conference and amplified it to those most likely to be interested, for optimum results.
BLUE also supported MPA live from the event with daily social media content summarising the important conversations that were happening in real-time – keeping followers engaged and up-to-date with what was happening throughout the exciting week.
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