CASE STUDY

ASH® Discovers Lucrative Revenue
Stream with Airport Advertising

OUT-OF-HOME ADVERTISING STRATEGY FOR ASH® ANNUAL MEETING AND EXPOSITION EXCEEDS EXPECTATIONS

Summary

TriStar partnered with the American Society of Hematology (ASH) to address the challenge of creating new revenue opportunities for their annual meeting while adhering to existing advertising policies. With a desire to provide additional visibility for advertisers beyond the convention center and hotel during their annual meeting, ASH was faced with the challenge of introducing entirely new products to market for the first time. This case study highlights how TriStar, through a collaborative and innovative approach, introduced an out-of-home advertising strategy at the annual meeting’s host city airport. This strategy introduced and delivered advertising opportunities, attracting more advertisers and exceeding total ad revenue and association royalty projections, resulting in remarkable success.

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— JIM JONES, DIRECTOR OF SOMETHING AT ABCDE

THE TARGET AUDIENCE

ASH found themselves in need of opportunities to meet advertiser demands for in-person visibility with an audience of 25,000+ ASH® Annual Meeting and Exposition attendees returning in-person—along with 275 pharmaceutical companies, medical suppliers, clinical diagnostic, and research-based companies and media agencies that represent them.

THE CHALLENGE

Together with ASH, TriStar needed to develop a brand new line of out-of-home marketing opportunities that complied with long-standing advertising policies. Within this compliant and controlled environment, we had to explore revenue-driving solutions that would provide additional visibility for advertisers beyond the convention center and hotel. A major aspect of the challenge was introducing an entirely new product to the market and demonstrating its value to potential advertisers.

THE GOALS

Our first priority was ensuring every new product complied with the association/meeting advertising policies regarding out-of-home advertising. ASH maintained control of the market and ad messaging, and together we developed options to provide a level playing field and equal opportunities for all industry supporters. It was important to provide high-value and high-visibility tactics to drive advertiser ROI while offering significant revenue potential for the meeting with absolutely no risk to the association.

The Solution

TriStar Event Media worked with ASH to develop a comprehensive strategy to introduce and deliver advertising opportunities exclusively at the annual meeting’s host city airport. TriStar oversaw all aspects of the out-of-home campaign, including research and development, marketing and promotion, and sales. TriStar’s rollout strategy focused on the following key elements:

Research & Development: We identified a diverse mix of digital and static ad inventory throughout the airport that offered high visibility and profitability.

Marketing & Promotion: TriStar developed a comprehensive promotional campaign focused on communicating the availability and benefits of the new opportunity to potential advertisers.

Sales Strategy: TriStar leveraged its expertise in selling large-scale out-of-home media to pharmaceutical companies and the media agencies that represent them.

Results Delivered

TriStar exceeded all expectations while successfully introducing the new product line as part of the ASH® Annual Meeting and Exposition offerings. We sold to eight advertisers while managing and executing on 13 different advertising tactics and units. In the end, TriStar exceeded the projected total ad revenue and association royalties by twice the expected amount.

Marketing Agency Services:

MEDIA STRATEGY & PLANNING
SALES & MARKETING
ADVERTISING MATERIAL MANAGEMENT
PROJECT MANAGEMENT

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