CASE STUDY: Leading Global Gastroenterology Meeting
How One Association Unlocked
the Full Power of Its Host City
295%
increase in association royalty across two years with tristar
The Opportunity
Every year, one of the world’s leading gastroenterology congresses draws thousands of physicians, researchers, and industry professionals into a single host city, turning the city itself into part of the event: airports, rideshares, and downtown corridors all become prime real estate to reach a captive, high-value audience before attendees even hit the show floor. With an out-of-home (OOH) program already in place through their previous vendor, the association didn’t yet realize how much untapped potential it held, an opportunity we were eager to help them capture.
Barriers to Growth
Strategic Priorities
The association was looking for a partner that could:
- Expand OOH revenue opportunities surrounding the meeting
- Simplify the operational workflow carried by internal staff and act as a true extension of the association’s internal team, not just another vendor
- Bring in new advertising capabilities and technology, including targeted digital solutions
- Provide direct access to media agency buyers and a deeper understanding of their evolving needs
Our Approach
TriStar partnered with the association to modernize its OOH program through a turnkey strategy built on data-driven planning, expanded inventory, and full-service execution.
Data-Driven Strategy & Insights
Leveraging 10+ years of data on market profitability and trends across healthcare meetings, we built a city-specific, demand-driven strategy.
Modernizing the Product Portfolio
We expanded the program to include the latest in-demand OOH solutions from pharma and media agency buyers, including robust digital offerings.
Deep Advertiser Relationships
We brought OOH advertiser relationships built on a proven track record of effective campaigns, giving the association immediate demand.
National Media Provider Relationships
On the supply side, our national buying power and longstanding media provider relationships secured the city’s most sought-after inventory.
Proven Sales Strategy & Execution
Our deep understanding of OOH selling and multichannel strategies connected advertisers to their audiences and helped them meet marketing goals.
Full-Service Program Management
We managed the full program lifecycle, including outreach, creative review, compliance, vendor coordination, on-site execution, and post-show reporting.
Demonstrated Impact
The results showed up fast, and they kept building.
Foundation for Continued Growth
Ask the association what changed, and the numbers aren’t the only thing they mention. What stands out just as much is a turnkey model built on data-driven strategy, an expanded product portfolio, and deep industry relationships, all managed end-to-end by a team that operates as a true extension of their own while delivering the results advertisers keep coming back for. That shift freed the association to focus on what matters most: the meeting experience for their attendees and exhibitors.
2X
Increase in participating OOH advertisers in Year 1
3.9X
OOH revenue growth across two years with TriStar
58%
Increase in the number of distinct OOH tactics sold
Discover More TriStar Case Studies
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How One Association Unlocked the Full Power of Its Host City
A leading gastroenterology congress turned its host city into a revenue engine. See how TriStar’s data-driven OOH strategy made it happen.
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A leading lung cancer association turned its digital infrastructure into a global growth engine. See how TriStar’s data-driven content strategy made it happen.
