Management of an event as an instrument of cultural transformation

The problem

An institutional client seeks to regenerate its image based on the values of technological advancement and customer service. It also aims to increase the pride of belonging of the tens of thousands of people who work in its hundreds of facilities, while improving the climate labour.

The solution

A motivational study is carried out with staff and citizens who are beneficiaries of its services. Based on the discovery of these keys, a large specialized congress is held, among other activities, with the presence of leading international figures in the area of activity of that institution. Large multinational companies support the event with sponsorship agreements. The congress is supported with marketing and communication actions that make it a success from the professional point of view and public dissemination. In addition, an exhibition is organized and a book is published. The congress is considered the best of the specialty in its geographical area until that moment. The internal and external prestige of the organization is consolidated in the following years and improves the satisfaction of its professionals.