Elevating event experiences at the 29th IAPD Congress

The organisers of the 29th International Association of Paediatric Dentistry (IAPD) Congress in Maastricht, on 14-17 June 2023, faced the decision of whether to either go virtual or continue in-person while ensuring the core objectives of fostering learning, connection, and community within paediatric dentistry were met. 

Our creative strategy focused on transforming the uncertainty into an opportunity to innovate and strengthen our partnership with the IAPD. MCI The Netherlands decided to proceed with an in-person event that would rekindle the spirit of community and connection. The strategy involved: 

• Emphasising the importance of safety and trust to reassure attendees. 
• Using innovative elements like the Congress app for engagement and accessibility. 
• Designing a dynamic programme that combined educational sessions, interactive workshops, and memorable social events for a holistic experience and moments for networking. 
• Creating a cohesive visual identity with branding assets that resonated with attendees through in-house designed social media graphics, brochures, signage, newsletter graphics, invitations, and website content.  

We developed this strategy through close collaboration with IAPD, frequent brainstorming sessions, and iterative planning to adapt to the evolving situation. 

Sophie Sanders, our project manager, said, “We often joked that it felt like a marriage, but in reality, we were partners bound by trust and shared values. Our collaboration was a labour of love, and it was motivating to have our client right there with us every step of the way.”

Engagement was achieved through a multi-faceted approach: 

• Interactive tools: The Congress app was pivotal, offering real-time updates, personalised schedules, networking opportunities, and real-time updates. 
• Diverse programme: We curated a mix of plenary sessions, symposiums, courses, and hands-on workshops to cater to various learning preferences. 
• Social events: We organized memorable social events, including the Gala Dancing Dinner at Château Neercanne and the informal Farewell Party at a 17th-century national monument, to encourage networking and relaxation. 
• Branding consistency: Created branding assets across all platforms (including the website) and materials, from social media graphics to on-site signage, for a cohesive and professional appearance. 

Social events left a lasting impression, reinforcing community bonds and fostering new collaborations and learning.  

The impact of our approach was reflected in the attendee feedback, which praised the blend of professional enrichment and fun, content and networking opportunities. The event successfully reunited the global community of paediatric dentists. It also was a good space for new collaborations and learning. 

Our strategic decision to proceed with a live event, supported by strict safety measures showcases our ability to adapt and plan effectively in uncertain times.