Aim

Organisation of WMRLP Conference

Background

West Midlands Regional Labour Party holds its Regional Conference every other year. The foot and mouth crisis, however, meant that it had missed a year and so there was a lot of ground to cover.

Brief

Metropolis 2 was to play a key role in the event’s organisation. Core objectives included making Party Members aware of the Conference’s location/dates and encouraging their attendance plus stimulating organisations to engage in event sponsorship. The target was to raise substantial sponsorship and attendance of 350 to 400 Members..

Strategy

The agency had to communicate with the prospective delegate base and create a package to persuade organisations to engage with and sponsor the Conference.

Campaign

Metropolis 2 ran a campaign of integrated strategic consultancy, management and sales consultancy, event management and sponsorship. We created the corporate package, making business people aware of the opportunity of a platform from which they could present their arguments to an audience which included three cabinet ministers, 42 MP's and a significant number of councillors. The package included the options of exhibition stands, leaflets, branding and advertising in the Conference Report, and the opportunity to sponsor refreshments, entertainment and book seats at the gala dinner.

We created www.labourmalvern2003.org.uk as an interactive tool via which delegates could order tickets, check the itinerary, access accommodation etc. The agency worked very closely with the Labour Party staff, without whom it would not have been possible to bring all this together.

Results

A record 600 delegates attended the Conference which generated money towards labour funding. The gala dinner, attended by 216 guests, crowned off what everyone agreed was the best conference ever staged in the region.

The Labour Party in the West Midlands enjoys a significantly enhanced position amongst its Members and the regional business community.

Case 2