Challenge
The American Society of Plastic Surgeons (ASPS) had been hosting their annual meeting in Santa Fe, New Mexico for the past 30 years, and they were looking for a fresh new approach—and change of scenery—to help boost attendance. In 2018 they decided test the waters in Austin, Texas and asked Zeller Creative Group to help market the new location. The goal was to generate excitement and see if there was enough interest to host the annual meeting in Austin moving forward.
Solution
Zeller developed a core theme—“Surround Yourself with Excellence”—and created a visual identity with vibrant, dynamic graphics that captured the vibe of Austin’s eclectic music and food culture. We weaved this lively theme throughout email campaigns, pre-/post-/at-show materials, on-site signage and more.
ASPS’s 33rd annual symposium was a great success and experienced record attendance. ASPS asked Zeller to refresh the theme graphics for their next annual meeting and apply them across all future marketing efforts.