Cancer research is a serious business, but that doesn’t mean an awards night honouring leading cancer researchers has to be serious too.
A who’s who of the research world kicked up their heels when James Halliday Events created a fun and memorable black tie gala to celebrate the achievements of NSW’s leading cancer researchers at the Cancer Institute NSW Premier’s Awards for Outstanding Cancer Research 2007.
THE CHALLENGE
The challenge was not just to stage an entertaining event - although we did that.
It was also to develop and deliver an extensive communications strategy to support the event, secure sponsorship and form strategic partnerships that would drive revenue for future awards and events, and build the Cancer Institute NSW’s industry profile. We did that too.
OUR SOLUTION
We created a ‘must-attend’ gala event at a waterfront venue in Sydney’s Pyrmont with a swag of musical acts and celebrity MCs that attracted an inspirational and influential audience ranging from young postgraduates, academics and clinical physicians, to professors, leading researchers and State Government Ministers.
But long before the roving musicians drummed for the guests, we had been hard at work, drumming up sponsorship opportunities and developing key industry relationships.
Our strategic approach included the introduction of a sponsor breakfast briefing and other relationship-building initiatives to strengthen sponsor and partner relationships and build the Institute’s profile among target groups.
THE RESULT
Our strategy increased sponsorship income by almost 50% over the 2006 event. We created cost savings for the Institute by securing ‘in kind’ sponsorship for the event website and wine supply too.
Our promotional activities increased ticket sales by more than 10% on the previous year; and enhanced the profile of the event throughout the industry.
The event successfully brought together key cancer control stakeholders and opinion leaders to network and celebrate each other’s achievements - and it put the Cancer Institute NSW’s funding work firmly in the spotlight.
“What a sensational night. We are thrilled with the results and thank you again for your wonderful support.”
Carmel Edwards, Director Cancer Research, Cancer Institute NSW