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This bilingual direct-mail postcard promotes a joint meeting of two medical associations, one of which is in Canada. The mailing went to a global audience. Therefore, it was important to not only market the event, but also convince recipients that the destination would be easily accessible and worth the trip.
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This call for abstracts had several objectives: encourage submissions, promote the destination and market the event. The piece included information in both French and English, which necessitated careful attention to detail.
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The preliminary program for this combined annual meeting used a unique format: The front half was printed primarily in English; the back half was written almost entirely in French. As the main marketing piece for the event, this program succeeded in helping the associations exceed their attendance goals.
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The final program for a combined annual meeting is chock-full; it contains 124 pages of program information submitted by numerous contributors. As the "bible" for conference participants, it was important to make the program easy to read but in a size that was perfect for tucking into a jacket pocket or handbag.
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