How A Successful Advertising Campaign Turned Around HKTDC Symposium By Marketing Agency MaxAudience

Hong Kong Trade and Development Council (HKTDC) required Marketing Services for their annual business symposium “think Asia, think Hong Kong” held in Los Angeles. HKTDC faced a significant challenge with a tight timeline and low registration numbers when they approached marketing agency MaxAudience.

Project Overview

The Hong Kong Trade Development Council (HKTDC) was established in 1966 to promote, develop, and assist in Hong Kong’s trade. The symposium has been happening annually for the past 8 years, but only in the United States one year.

The 2019 business symposium would be the 2nd year in the U.S. and they needed a larger attendance than the previous time. Attendees of the symposium gain invaluable insight into how to tap into the Asian market through Hong Kong. They are able to network with government dignitaries, local and international business people and learn how to integrate their business into the Asian culture.

Implementing the Strategy

With a 6-week deadline to design, build, and execute a campaign to increase a low attendance rate and bring awareness to a niche audience.

MaxAudience created campaigns that were aimed towards the goal of driving traffic to landing pages to complete conversion. They applied four different campaigns to the project to include LinkedIn InMail, LinkedIn Display Ads, LinkedIn content boosting and Twitter content boosting.

MaxAudience researched and analytic intensive PPC marketing to optimize traffic and get rapid implementation with constant monitoring.


The Result

The results were a significant increase in conversions and impacted the event. The event, in fact, had double the attendees from the previous year.

Mark McIntyre, MaxAudience CEO stated:

Sometimes the biggest victories come at the strangest times. In this case, it was lunch. I got my food and had to search two entire floors to finally find a seat. As I sat to start my lunch, one of the people at the table said to me that they ought to charge me for my seat. I laughed, and they said, that they couldn’t believe how many more people were here as opposed to last year and laughed about how many venture capitalists had to sit on the floor to eat. It finally hit me in all the chaos of the day, that I hadn’t been celebrating. Celebrate your successes!

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