©2011 Global Experience Specialists, Inc. (GES)

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Case Study | Wyeth ACOG

Wyeth boosts traffic and its brand with charitable promotion for Katrina victims

Overview

Global Experience Specialists (GES) helped the women’s health division of Wyeth engage with attendees at the annual American Congress of Obstetricians and Gynecologists (ACOG) by developing an at-show charitable promotion that complemented Wyeth’s ta-gline — Advancing the Science and Care in Women’s Health — and meshed with the needs of New Orleans, the venue for the event. The resulting experience left a lasting impression on attendees and benefited Rebuilding Together, a local non-profit dedicated to building new homes for families left homeless by Hurricane Katrina.

©2011 Global Experience Specialists, Inc. (GES)

ges.com | 800.424.6224

Case Study | Wyeth ACOG

Objectives

Bring Wyeth’s “Giving Circle” theme to life • through donations to a local charity.

Promote donations in a compelling way • that draws attendees to the booth.

Invite attendees to “get involved and give back” • by engaging in a philanthropic activity that deepens their relationship with Wyeth.

Solutions

An integrated, buzz-building campaign combined direct • mail, posters, multimedia, and in-booth activities.

42 hours of in-room hotel television advertising and ads on • 21 shuttle buses informed attendees of the donation.

Wyeth’s Giving Circle, a 12-foot-high wall in the • center of the booth, let attendees show their support by adding signatures to the wall.

In-booth posters and on-site staff educated attendees • about Rebuilding Together and the benefits to women and families in the Gulf Coast region.

Results

Of the 3,500 show attendees, 1,300 signed • the Wyeth Giving Circle wall.

Wyeth saw a 22% increase in booth attendance • from the previous year, and visitors spent an average of two minutes longer in the booth.

An independent site survey found that attendees rated the • Wyeth booth “the most memorable exhibit at the conference.”

Lasting brand impressions were made by engaging • attendees in a memorable, meaningful activity that aligned with Wyeth’s dedication to helping women.

Testimonial“…they have a great design team, a great account team, and great people on the job. We really appreciate all that GES does for us and we look forward to continuing to collaborate with them in the years to come.”

—Bob Czenszak, Executive Director, Global Congress and

Convention, Wyeth Pharmaceuticals