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CASE STUDY: Allianz taps into conference buzz

Alliance Global Risks is one of the largest providers of international corporate insurance in the world, and provides coverage for the majority of US Fortune 500 companies through risk management products and services.

Each year, Allianz Global Risks in the US attends and sponsors the Risk & Insurance Management Society (RIMS) conference, which is widely recognised as the definitive risk management and insurance event. Ten thousand participants, and over 400 exhibitors, attend each year to tackle the issues facing the industry.

Attendance, exhibiting and sponsoring of conferences and trade shows is increasing in importance as a way of reaching and communicating with the right target audience and enhancing brands. A survey conducted in 2004 in the US by the MPI Foundation and the George P Johnson Company amongst 600 decision making marketing executives in the US, Europe and Asia Pacific, reported that 91 per cent perceive the importance of event marketing to be constant or increasing.