Making waves: OCEANS dives into event reinvention through strategic partnership

The OCEANS Conference & Exposition, an event for global maritime professionals to learn, innovate and lead in the protection and utilization of the world’s oceans, sought to rejuvenate their annual event in North America. OCEANS recognized the need to improve the marketing and branding of their event, which had been inconsistent from year to year, as well as the overall event management, exhibit floor traffic, and innovation in terms of format, content and attendee experience.

OCEANS partnered with MCI USA to develop a long-term strategy for growth and increase revenue; to manage all facets of the event; to enhance the exhibitor experience and drive more engagement on the exhibit floor; and to establish a strong and consistent brand for the event — all contributing factors toward ensuring the event remained relevant and continued to grow.

In 2022, in response to OCEANS’s challenge of outdated branding, MCI USA undertook a transformative rebranding initiative. Grappling with location-specific branding changes every year, MCI USA crafted an all-new event brand that audiences would recognize all over the world, no matter the location — a clean, organic and minimalist aesthetic that used modern typefaces and captivating ocean photography. The comprehensive overhaul extended across marketing channels, showcasing a modern logo, revamped website and increased emphasis on video content. As a result, social media followers went up 15%, unique website visitors increased 109% and email opens increased 16%.

The marketing strategies also enhanced attendee engagement and exhibitor relationships. Consistent branding across social media and collaborative efforts with third-party vendors resulted in increased exhibitor satisfaction. Notably, the milestone of surpassing 1,000 followers on various platforms and exceeding budgeted registration goals underscored the success of the rebranding efforts.

MCI USA worked closely with OCEANS to achieve all the event’s business goals. In addition to the rebrand, the partnership also involved the following key areas:

1. Comprehensive event management: MCI USA managed all aspects of the event, with an emphasis on professionalism and consistency.

2. Registration and housing: MCI USA provided a smooth, streamlined process for attendees to register for the event and book premier accommodations.

3. Exhibit sales enhancement: Strategies were implemented to enhance the exhibits, drive traffic and improve the exhibitor experience.

MCI USA also helped OCEANS develop a long-term strategic vision to guide the event’s growth and ensure its relevance in the industry, and it provided direction on delivering an immersive experience to attendees.

The collaboration between OCEANS and MCI USA has transformed the annual event into a dynamic and thriving industry gathering. Through strategic planning, branding consistency and an enhanced attendee experience, OCEANS revitalized its conference and solidified its position in the industry, while creating a unique atmosphere that helped further its mission.

Results 
15% 
Increase in social followers

109%
Increase in unique website visitors

16%
Increase in email opens