41 Case Study
REPOSITIONING THE INTERNATIONAL CONFERENCE ON ROBOTICS AND AUTOMATION FOR GLOBAL REACH
An ABPCO award-winning case study from the IEEE
he 40th IEEE ( Institute of Electrical and Electronics Engineers ) International Conference on Robotics and Automation ( ICRA ), organised by TFI Lodestar , marked a milestone in that it was the first time the event had been hosted in the UK . ICRA 2023 redefined the conference landscape in Robotics and Automation . TFI Lodestar repositioned and re-programmed ICRA , breaking key records and earning the Best Conference by an Agency PCO at the ABPCO Excellence Awards 2023 .
Background ICRA ’ s evolution into a globally recognised event was driven by the need to make the conference more engaging to a wider audience . This challenge was met by TFI Lodestar through strategic re-branding , programming , and implementation of a comprehensive hybrid option . The conference comprised 58 workshops , seven forums , three plenaries , and six keynote sessions , featuring 1,350 speakers , alongside outreach programmes and live satellite events , significantly broadening its reach .
Strategic implementation TFI Lodestar ’ s strategy for transforming ICRA involved key initiatives :
Re-branding and re-programming : The introduction of a bold new brand and a radically overhauled programme transitioned ICRA from an academic reputation to a more diverse and accessible event .
Venue optimisation : Utilising ExCeL London ’ s space to streamline the event format , creating a more navigable and engaging experience for attendees .
Hybrid programme expansion : Implementing an extensive hybrid programme , including live-streamed sessions and interactive satellite hubs , to engage global audiences .
Industry participation increase : Revamping the Partners ’ Prospectus to introduce new sponsorship packages .
High-profile side events : Organising unique side events like robotics competitions and networking events to enhance engagement and industry visibility .
Other achievements of the reimagined conference included :
• Doubling sponsorship and exhibition sales , with a record 127 exhibitors participating .
• A 30 % increase in in-person attendance , drawing 6,191 attendees from 66 countries .
• The creation of a legacy video and generatiing £ 1.4m in advertising equivalent value .
• The implementation of educational outreach programmes , expanding ICRA ’ s impact beyond the conference venue .
Robotics conference reprogrammed
Learning and future planning Three key learnings emerged from ICRA 2023 : Specialist partnerships : Engaging with specialist media and educational partners was instrumental in achieving extensive global coverage and creating a lasting legacy for the event . Internal champion identification : Establishing close ties with a champion within IEEE helped gain insights from previous events , enabling more informed planning . Structured planning committee : Streamlining the committee was essential to clarify roles , responsibilities , and deadlines .
ICRA 2023 not only achieved its goal of broadening access and engagement but also set new standards in event innovation and inclusivity . The event exemplifies how thoughtful repositioning and committed execution can elevate a technical conference to new levels . “ This ICRA conference was an opportunity to work strategically with the client to create an event with real impact ,” said Caroline Windsor , director , TFI Lodestar . “ Our partnership with ExCeL ensured seamless delivery but , it was about far more than operational skill . Our work completely repositioned the conference , introduced new elements and ensured it delivered not just for the Society and attendees but also highlighting the industry of robotics and automation .” CN
www . conference-news . co . uk