Each year, the Options Industry Conference (OIC) gathers top-level management and trading professionals in the options industry to exchange ideas and forge relationships at a three-day event. Celebrated for over 30 years, each conference is always hosted in a new, exciting location. Since 2011, the OIC has reached out to BatesMeron to develop a compelling destination identity, along with an integrated campaign to promote the upcoming conference. After successful event themes in New Orleans and Las Vegas, our next venture became Austin, Texas.
The process began with BatesMeron sitting down with the client’s Marketing Manager and establishing the parameters of the approaching campaign: messaging, deliverables, schedules and milestones. After meeting, we knew that the agreed upon direction should promote Austin as the Live Music Capital of the World.
To show the OIC a variety of ideas and styles that could capture their desired conference look, we developed three very different mood boards.
Each look included a thoughtful compilation of images, color schemes, typefaces, design elements and graphic treatments. The purpose of the boards was to give our client the most in-depth and accurate depiction of how their theme would come to life if selected.
As soon as the OIC chose their favorite mood board, we got to work on a 2-minute video to stir up the Western fever and ready the attendees for a rip roarin’, music-infused event. Focusing on the nightlife, attractions and rich culture Austin offers, this preview captures the essence of this one-of-a-kind city.
From here, we moved on to create a wealth of integrated collateral, including a web reskin, direct mail pieces, attendee programs, eblasts and advertisements. Each piece complemented each other perfectly and built excitement about the approaching conference in a visually stunning way that held true to the client’s vision.