AVCOM is a leader in premium event production in Ireland, enabling some of the biggest names in the industry such as Croke Park and Failte Ireland, to create memorable experiences. After the pandemic, the event space changed drastically, with competition ramping up as event production agencies vied for attention amidst an industry that had struggled for the best part of two years. After a long period of limited experiences, the industry needed to know that a new future of events was underway, and AVCOM’s target audience needed a reason to opt for a premium event partner.
Our brief was to create a an integrated digital campaign that centred around a key piece of disruptive content, designed to draw attention to the events space and elevate AVCOM’s industry position as a thought leader.
Client
AVCOMIndustry
Professional ServicesSolutions
The Challenge
The events industry is highly competitive, making it difficult to elevate your voice among strong competitors. Aware that the report development would use most of the available budget, we had to be clear on our strategy for amplification before deciding to proceed.
With a limited third party budget, we used a mix of paid and organic channels, while leveraging our existing audiences to the maximum and ensuring precise targeting.
Breaking our target audience into three groups, it became clear that our decision-makers have an eye for innovation and rely heavily on industry clout in choosing an events partner.
For this reason, our campaign had to be two-pronged:
- Collaborated with AVCOM and PR partner Comit for aligned messaging
Conducted buyer research to identify key audience pain points
Ensured messaging across channels was insight-led and cohesive
Developed engaging visuals based on report findings
Activated content across LinkedIn (paid & organic), display ads, and email
Prioritised clarity and relevance to drive report interest
Leveraged a Newstalk Hard Shoulder feature to boost credibility
Repurposed offline coverage into targeted email campaigns
Strengthened multi-channel impact through consistent brand narrative
Ran A/B tests to identify high-performing messaging
Created custom website sidebar CTAs for easy report access
Used lead insights to refine campaign performance in real time
The Outcome
The core aim of this campaign was to elevate AVCOM’s positioning as an industry thought leader.
Due to the success of The Future of Events campaign in elevating AVCOM’s industry prominence, AVCOM saw a significant YoY increase in revenue in Q1 2024, while also landing a large contract with Croke Park as their event partner for the next five years.
Featured in 10+ top-tier publications, including Forbes and Irish Independent, within 3 months of campaign launch
Campaign insights led to speaking slots at major global events including IMEX Las Vegas and EMEC Brighton
Surpassed email download target by 11%, generating 565 qualified leads for future targeting
Awarded Silver for “Best Integrated Strategy – B2B” at the 2024 Global Digital Excellence Awards
What The Client Said
“Partnering with LOCOMOTIVE Agency has been a game-changer for our business. Their exceptional digital marketing expertise and strategic approach have significantly elevated our brand’s presence in the digital landscape. From the onset, LOCOMOTIVE took the time to understand our unique needs and crafted tailored solutions that have delivered outstanding results. Their proficiency in SEO campaigns has notably improved our search engine rankings, driving more organic traffic to our site. The team’s innovative social media strategies have not only increased our online engagement but also strengthened our brand’s connection with our audience.
We are incredibly proud of the achievements we have made together and eagerly anticipate continued success in our ongoing collaboration. LOCOMOTIVE has not only met but surpassed our expectations, and we look forward to reaching even greater heights with their support.”
Paul Murphy, Managing Director, AVCOM
Transforming Brands to Support Strategic Growth
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