Capital Group

Driving event engagement

Event theme and tagline
Promotional content
Copywriting

Challenge.

For their first major flagship event in a changed world, Capital Group needed a compelling theme to grab the attention of their APAC audience. As a regular content marketing and campaign provider for the global fund manager, Lexicon helped out with on-brand creative to get cut-through for their event communications.

Solution.

With so many traditional B2B marketing and networking activities off the menu thanks to COVID, the virtual event space has become pretty crowded. Launching an online conference for prospects in 2021 can feel like trying to be heard at a 10,000 capacity rock concert – if you can remember what that feels and sounds like.

To win attention and registrations for their flagship APAC event, Capital Group knew they would need their theme and messages to be right in the sweet spot for their investment professional audience. Collaborating with the marketing team in Singapore and Hong Kong, Lexicon developed a theme, tagline and synopsis that would entice investment professionals to sign-up and hear from experts on “Navigating the New” in a drastically altered economic and market environment.

EDM copy to promote the event and session summaries for the agenda rounded out the brief and deliverables for this two-day virtual conference, held in March 2021.

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