Brief

Freshwater was appointed by Portsmouth International Port (PIP) to deliver the BPA’s Annual Conference, which it hosted over two days in October 2024. Key objectives included creating a professional, engaging environment for industry leaders, integrating Portsmouth’s rich history and ensuring a seamless delegate journey. The event team needed to secure ticket sales, sponsorship and exhibition revenue, deliver three high-profile social events and place quality and sustainability at the heart of the event.

Delivery

Our team designed a bespoke event website with registration system and developed a pre-event communications plan, creating social media and website content, as well as a series of tailored graphics for different stakeholders, provided to partners and participants as part of a ‘promotional toolkit’ to share among their networks. A paid digital campaign extended the reach of the marketing and helped secure early sponsorship revenue, while exhibition spaces were created across multiple levels to accommodate applications from interested organisations internationally.

In addition to industry speakers secured by the BPA, renowned travel journalist, Simon Calder, and record-setting endurance swimmer, Anna Wardley, were incorporated in the programme as inspirational keynotes from outside the maritime sector. The event also featured three sponsored ‘Insight Hub’ sessions, fostering deeper discussions on industry trends, sustainability and innovation.

We introduced a Port Machinery Showcase – a BPA first – which added a new dimension to the visitor experience and secured the involvement of a number of organisations who were not BPA members and had never attended the event before.

A partnership with the Maritime Management Organisation (MMO) delivered an ‘MMO surgery’ on site, offering free licensing consultations for delegates, while discussions with the Merchant Navy Welfare Board led to promotional partnerships with the Board and two of its member charities.

Sustainability was a key focus and we partnered with the innovative You.Smart.Thing platform to encourage delegates to plot their most carbon-friendly route to the conference. Refillable water stations, lanyards made from plastic bottles, recyclable name badges and packaging and re-usable event displays added further carbon savings, while a bespoke event app replaced the traditional printed programme.

In just 24 hours, we transformed Portsmouth International Port’s new terminal building into a state-of-the-art conference venue, the planning process was enhanced by the use of 3D floor plans which helped ensure the client was happy with the end result. Local suppliers sourced by Freshwater’s catering partner, Pikkle, delivered a ‘street food’ experience for delegates in the day showcasing local talent, while quirky social event venues were chosen to highlight the city’s rich maritime history on HMS Warrior and at a boathouse in the Historic Dockyard.

Our team also arranged the schedule of delegate shuttle busses, negotiated official hotel discounts, created sponsored event merchandise and oversaw a range of networking opportunities. Our post-event video added the finishing touches to a smooth, comprehensive and memorable event experience.

Results

The 2024 Annual BPA Conference and Exhibition was a resounding success, with over 430 registrations for the sell-out event. We exceeded the exhibitor target by 37%, securing 41 exhibitors and revenues secured from both sponsors and exhibitors allowed us to enhance the delivery of several aspects of the event delivery. The event introduced BPA’s first port Machinery Showcase and secured a number of first-time exhibitors. Positive feedback on the event was received from both Portsmouth International Port and the BPA, as well as a large number of organisations that completed the post-event survey.