As from July 2020, fundamental changes in the marketing investment strategy was actioned:

• New personas were identified and targeted (a larger target audience outside of pre-existing geographic and economic perimeters)
• Significantly increased communication frequency timelines, daily budget allocation and channels
• Messaging and branding were updated throughout

These additional initiatives helped dramatically improve international awareness of the congress, which saw a turnout by the most international audience to date with 65 countries represented.

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