Karuna Therapeutics partnered with EMC Outdoor to deliver a distinctive Out of Home advertising initiative at Psych Congress 2024, focused on raising awareness for Cobenfy, their novel treatment for schizophrenia. This collaboration created a strong, targeted brand presence in Boston, enhancing Karuna’s visibility among psychiatric healthcare professionals during one of the industry’s key annual gatherings.
Working closely with Karuna, EMC’s tradeshow marketing team carefully planned and executed a comprehensive campaign strategy. Events like Psych Congress provide vital platforms for medical innovation, offering brands the opportunity to engage directly with specialized audiences in an impactful, high-frequency environment.
The campaign employed a diverse mix of media formats to ensure that Cobenfy remained front and center throughout the attendee journey. High-impact digital spectaculars at Boston Logan International Airport greeted attendees upon arrival, delivering immediate brand impressions. Meanwhile, static transit shelters strategically placed throughout downtown Boston carried the Cobenfy message into the everyday pathways of conference-goers, reinforcing awareness during their movements between hotels, restaurants, and the Boston Convention & Exhibition Center.
Adding mobility to the campaign, a fleet of branded rideshare vehicles wrapped in Cobenfy’s creative transported attendees between key hotels and the convention venue. These vehicles acted as moving advertisements, ensuring that the brand remained visible across the cityscape throughout the week.
Digital Mobile Billboards provided another layer of exposure, circulating around the convention center and nearby hotels during peak event hours. This consistent presence helped drive traffic to Karuna’s booth while reinforcing the campaign’s broader visibility goals.
In an environment where competition for attention is high, EMC’s integrated Out of Home strategy ensured that Cobenfy achieved repeated, meaningful interactions with its target audience. Each media format was thoughtfully placed to align with the natural flow of attendee traffic, creating multiple daily brand touchpoints from arrival to departure.
Benefits of Sponsorship at Psych Congress 2024:
- Multi-format exposure delivering consistent brand impressions across the event landscape
- Early engagement at the airport to capture attention immediately upon arrival
- Strategic targeting of high-traffic pedestrian and transportation corridors
- Mobility through rideshare and digital billboard formats to extend reach and frequency
- Focused visibility near hotels and the convention center to drive booth traffic
The Karuna Therapeutics campaign illustrates how Out of Home media can be leveraged to maximize advertising spend while reaching a highly specialized audience in a dynamic and effective manner. By surrounding attendees throughout their event experience, Cobenfy remained top of mind and encouraged deeper engagement at the conference.
For more information about EMC Outdoor’s expertise in Out of Home advertising and how strategic conference marketing can elevate your brand at key industry events, feel free to contact us. Our tailored campaigns ensure that your message resonates with audiences when it matters most.