1. &
Award-winning PR, public affairs
marketing campaigns
Conference
& Event Collection

2. Freshwater is a diverse media group offering:
• Communication consultancy to help clients reach
consumer, business, stakeholder and political
audiences across the UK in an integrated and
consistent way
• Creative media production services, individually or
for integrated campaigns, including video, events,
websites, apps, social media, advertising and printed
literature
• A portfolio of communication products, including
training and conferences (Waterfront) and online
business networking (Wales World Wide)
We can meet multiple needs in multiple locations –
enhancing reputations, building brands, engaging with
stakeholders, and influencing decisions.
Our 60-strong team works from seven offices,
including the four capital cities of the UK. We have
detailed knowledge of the diverse sectors in which
our 200-plus clients operate. The following case
studies showcase some of our work in the conference
sector.
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About Freshwater
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3. Our event management team has extensive
experience in the delivery of a variety of events,
ranging from large-scale conferences and exhibitions
to product launches, fashion shows, award ceremonies,
exhibitions, road shows, press conferences and small-
scale regional business advice clinics.
Freshwater has the capabilities to manage everything
from pre-event planning to full support during and
post event. Our team assures the smooth running of
an event, through a combination of our expertise and
in-house resources, to deliver against objectives.
Where a company is managing its own event,
Freshwater can provide:
• Marketing communications
• PR and social media, including media partnership
development
• Brand development, design and print
• Website design and registration including online
payments and reporting
• Database development and management
• Interactive media including web, email, DVD, CD-
Rom
• TV/AV video production and editing
• Modular and bespoke exhibition solutions
• Sponsorship support
• Advertising online and offline
Events managed and/or marketed by Freshwater
include:
• VIP Exhibition at Southhook LNG in the presence
of Her Majesty the Queen and the Emir of Qatar
• Edinburgh Tourism Action Group (ETAG) Annual
Conference
• International Maritime Pilots Association Congress
• Welsh Contact Centre Awards
• Tourism Innovation Group Annual Conference
• Wales Against Cancer Conference
• ScotHot Hospitality Exhibition and Conference
• Healthy Living Shows
• Excellence Wales Awards
• Food Storage and Distribution Federation Event
• People in Property Awards
• Scottish Centre for Carbon Storage
• Taste Local International Food and Drink
Conference
• Homebuyers Conference Scotland
• Welsh Contact Centre Conference and Exhibition
• Carbon Trust Annual Events Programme
• Energynet Conference
A key factor in our delivery of the project is our ability
to ‘hit the ground running’, building on our experience
of working on many and varied events. Clear
communication, agreed action plans, a focus on results
and evaluation of activity are integral features of
Freshwater’s consultancy arrangements.
About Freshwater

4. RSPB Mobile
Cinema Roadshow
Challenge
To develop, manage and staff the RSPB
rolling events programme including
technical management, storage,
transport and creative design.
Strategy
Freshwater provided full service support
to the RSPB through research, planning,
booking and implementation of their
mobile cinema events.
The agency researched the available event
opportunities and assessed how well they
met the requirements of RSPB.The main
objective of the events was to achieve
50,000 viewings of the cinema film. Each
venue was carefully considered through an
in-depth questionnaire, ensuring all aspects
of the venue were okay for the large unit.
The daily management including all
servicing, transportation and evaluation
was managed by the Freshwater team.
Results
The events were very successful, achieving
the target numbers at the end of the two
year period. Freshwater was commissioned
to re-design the exhibition unit and
manage a separate tour following the
cinema tours success.

5. Challenge
• The primary aims were to strengthen Edinburgh
tourism business’ awareness of and engagement
with ETAG, and to create a high level of political,
stakeholder and business support for Edinburgh
2020: the new tourism strategy.
Strategy
• The tourism strategy launch in January 2012
provided the platform for the co-ordinated
communication, public affairs and promotional
campaign. A strong, pro-active press office was
at the core of the activity – from briefing
meetings for ETAG with senior media
management and exclusive interviews, to
opinion pieces and
sector-specific news generation. Wherever
possible ETAG commented on the wider
tourism agenda and worked closely with partner
organisations, such as the Edinburgh’s City of
Literature, to communicate key messages.
• The agency developed a social media and online
media strategy for ETAG which included
improving the look of its range of social media
sites, providing regular content updates as well
engaging regularly with the blogger community.
• Communication with City of Edinburgh
councillors and officials who had an interest in
the broader tourism product was essential both
pre- and post-local body elections in May.
EdinburghTourism
Action Group (ETAG)
Results
• From the media perspective, during the four-
month campaign Freshwater generated over 50
stories, of which 90% were in key publications
and 70% were judged to be high impact.
• The total number of opportunities to see was
12,903,400, which gave an average cost per
contact of £0.001638. The PR value was
£282,150, giving over 16 times RoI.
• In three months ETAG’s twitter account
increased followers by over a third and the
average number of tweets four times.

6. Challenge
Deliver a high quality international conference
in central London that exceeds delegate
expectations, against the backdrop of the
London Olympics and Jubilee celebrations in
2012.
Requirements
• To promote the conference to appropriate
attendees worldwide (email and website)
• To process all registrations, requirements and
fees through the website and booking portal
• To process all sponsors and exhibitors
contracts and payments
• To produce delegate and companion
conference packs (including conference
briefcase, jacket, brochure, maps etc.)
• To produce delegates badging and ticketing
system for all aspects of the event
• To provide conference hotline and point of
contact for all enquiries
• To provide on the ground event team for
the conference duration
Strategy
Deliver all aspects of the six day event including
venue selection and management,
accommodation selection, catering,
entertainment, speakers and exhibitor
management.
The event commenced with a Sunday golf
tournament, then welcome networking and
conference registration aboard HQS
Wellington on theThames.
An evening reception party and entertainment
at the five star Grange St Paul's Hotel featuring
traditional dancers from around the UK, took
place the night before the formal conference
proceedings and companion tours began.
Freshwater managed the staging and AV for
four days of conferencing and breakout
meetings, with 24 international exhibitors.
Additional highlights included a spectacular
opening evening reception at the Palace of
Westminster, night time cruise and full day
Greenwich river excursion with lunch aboard
London’s largest paddle steamer.
Freshwater also provided a full five day
companion tour programme, which was pre-
booked online and included Buckingham Palace,
Tower of London,Windsor, Cambridge and
other regional tourist attractions.The event
closed with a spectacular finale dinner and
show at the Royal Courts of Justice.
Results
The event was
attended by over
500 delegates
from 26
different
countries,
speaking 14
different
languages.
Client and delegates agreed it was the most
efficient and exiting conference they could
remember, exceeding the standard set in
Australia the year before and setting a high
benchmark for Cuba and Korea who the
conference flag was handed over to at the
closing ceremony.
The conference grossed nearly £400, 000. All
costs, expenses and fees were managed by
Freshwater returning to the client £128,000,
more than double the client’s upper profit
target for the conference.
International Maritime Pilots’
Association Congress

7. Challenge
To provide event management, creative design,
marketing, video production and programme
development for this showcase event, on behalf of
South West WalesTourism Partnership
(SWWTP).
Strategy
Taste Local is an innovative new project which
aims to improve and grow the South West Wales
FoodTourism offer by learning from European
Best Practice.The aim of the event was to recruit
businesses for bursaries which would allow them
to visit European Countries.
Freshwater created an event with a real buzz,
something that businesses would attend and be
proud of.The programme, developed by
Freshwater, included controversial food critic Jay
Rayner, a local farmers’ market style lunch and
speakers from leading Welsh food and drink
producers.
Once the programme was agreed the agency
designed branded marketing collateral including
direct mail, HTML emailer and the event
programme.
Delegate recruitment was carried out by the
Freshwater team over a seven week period with
weekly updates provided to the client. Regular
updates were provided to delegates via email.
All event set-up was provided by Freshwater
including set design, audio visual and video
production. The agency managed registrations on
the day, speaker liaison and transport.
Throughout the day businesses attended
workshops provided by leading food and
hospitality companies. The food was provided by
many of the delegates themselves and allowed
them to showcase their businesses to European
partners who were present.
Results
The event was a great success, the conference was
oversubscribed and all bursary places were taken
up.The South West Wales businesses will be
visiting their chosen countries in 2013.
Taste Local International
Food and Drink Conference

8. Property Investor
and Homebuyer Debate
Challenge
To create a dynamic Property Investor and
Homebuyer Show and attract a high level of
delegates at a time when the investor property
market was beginning to experiencing a
slowdown.
Strategy
To give the show additional credibility, and
attract both developers and investors,
Freshwater created a property trade debate
ahead of the show called Why is property still
the right home for your money?
It was important that the debate be hosted by
a leading and well respected media figure; the
associate editor ofThe Scotsman agreed to
take on the role. Freshwater also advised the
client, Homebuyer Events Ltd, on who should
make up the panel and directly contacted
industry experts, securing a top surveyor,
managing director of a leading house builder
and the marketing manager of the Glasgow
Solicitors Property Centre.
Freshwater also sourced an appropriate venue
for the debate to take place, which would fulfil
the criteria around location, layout, in-house
facilities and cost, as the team was working
within the constraints of a tight budget.
Freshwater organised catering for the event,
undertaking the appropriate protocol, health
and safety procedures and legal requirements
with venue staff and suppliers.
Freshwater collated a database of more than
400 individuals who included Scotland’s top
residential house builders, solicitors, estate
agents, banks and surveyors. Freshwater
produced invitations and managed the mail out,
RSVP responses and follow up.
Freshwater also handled the PR for the show,
which was held at the Scottish Exhibition and
Conference Centre in Glasgow.
Results
The event was extremely well received and
Freshwater had many requests from those who
attended the debate that this should become
an annual event for the property industry in
Scotland. Media relations including
development and distribution of the press pack,
securing a media partner, advertorials and
property supplement.

9. Tourism
Innovation Day
Challenge
To promote the annual Tourism Innovation Day, targeting
local, national and trade media in order to drive bookings
for the event over the four-month project.
Strategy
A comprehensive PR strategy to promote TID to groups
and individuals working in the tourism and hospitality
sector via key print, online and broadcast media in local
and national outlets.Tactics included a photo shoot with
broadcaster and host, Muriel Gray; updated news
announcements; profiles of key speakers and exhibitors;
securing media partners; inviting business and trade
journalists to attend.
Results
Coverage appeared in over 28 media, with an advertising
value of over £30,000, representing a PR value of almost
£73,000.This represented over 20x RoI. Strong coverage
appeared in newspapers such as Press & Journal,The
Scotsman and The Sunday Herald and trade media such
such Scottish Catering & Hospitality and TravelMole.com.
Six journalists attended on the day, including BBC
Scotland’s Good Morning Scotland.

10. Scottish Centre
For Carbon Storage (SCCS)
Challenge
To ensure maximum media coverage for the
announcement of the findings of a joint study,
Opportunities for CO2 Storage Around Scotland, at the
same time creating and co-ordinating media
opportunities around the press launch with Alex
Salmond, Scotland’s First Minister,
Strategy
Freshwater organised a high profile press announcement
to launch the findings of the joint study undertaken by
the Scottish Centre for Carbon Storage and 22 industry
partners.The paper unearthed ground-breaking findings
regarding Scotland’s ability to store 200 years worth of
CO2 emissions under the North Sea from major power
plant sources across the UK and some parts of Europe.
SCCS is made up of academics from The University of
Edinburgh, Heriot Watt University and The British
Geological Survey. SCCS completed this research along
with the Scottish Government, the study’s largest single
funder, and a steering committee including companies
such as ScottishPower, National Grid and Wood
Mackenzie.
Freshwater was responsible, not only for the organisation
of the press conference, but also for the media relations
surrounding the announcement.This involved
considerable liaison with 22 steering committee
members, as well as the First Minister’s communications
team.
Prior to the announcement, Freshwater worked closely
with government representatives, including the First
Minister’s press secretary, special advisor and speech
writer, to secure a suitable venue, Edinburgh Castle.
Alongside the First Minister, Freshwater organised a
media panel of industry representatives involved in the
study to field questions from the press and participate in
live broadcast interviews.The panel had undertaken a ‘key
messaging’ session with Freshwater prior to the event to
ensure all were comfortable with what they needed to
get across about the study.
Results
Media coverage for the event and study was extensive,
with 21 separate pieces of broadcast coverage, including
BBC Reporting Scotland, STV News and BBC Radio
Scotland. Press coverage was also considerable, with 16
features across media outlets including a full page in The
Times, a half page in The Daily Telegraph and a double
page spread in The Scotsman.There were more than 60
pieces of online coverage, including the online magazines
of Offshore Magazine, Infrastructure Journal and Carbon
Capture Journal.

11. Welsh Contact Centre
Conference & Exhibition
Challenge
The Cardiff & Newport Call Centre Initiative aimed to
promote major UK and international investments in
Wales. Freshwater provided complete event
management of the annual Welsh Call Centre
Conference and Exhibition - a key date in the contact
industry calendar.
Strategy
The remit of this project involved all aspects of event
management, from venue selection and speaker
management to gaining sponsorship, conference and
exhibition sales, website design, direct marketing and
email marketing to the design and distribution of
promotional materials.
Freshwater worked closely with the partners and the
Employers Forum to provide an informative and topical
conference for Welsh call centres and connected
industries.
Results
The pan-Wales conference attracted over 150 delegates,
18 exhibitors and key sponsors, including ntl: from within
the contact centre industry.

12. Wales Against Cancer
for Cancer Research UK
Challenge
To provide all aspects of event management including
revenue generation for the Wales Against Cancer one-
day conference.
Approach
Freshwater was commissioned to manage this one-day
conference by Cancer Research UK who were in
partnership with Cancer Care Cymru,Tenovus, Macmillan
and Marie Curie on this project.
The conference was aimed at all those working with
cancer across Wales, attracting around 250 delegates.The
event was part-funded by the charities; Freshwater was
responsible for generating around £20,000 of additional
revenue from sponsors.
The Freshwater team handled all administration,
recommendations on the programme, topics, speakers
and marketing collateral including the website.
All aspects of the event were given special attention,
including the bespoke menu that was designed with the
best produce for avoiding and fighting cancer.This
included a breakfast of juice smoothies, fresh fruit
platters and herbal teas and a lunchtime menu of
steamed Thai red rice, Mediterranean couscous,
vegetables and other delicious yet responsible foods.
Results
The event helped the transfer of cutting-edge knowledge,
raise awareness and provide the foundation for the
development of useful relationships within the sector

13. CarbonTrust
Annual Events Programme
Challenge
To provide event management support throughout the
year as part of the Carbon Trust’s strategy to achieve its
corporate objectives.
Strategy
The aim was to provide the Carbon Trust with a strategic
approach to its events programme. Set up by the
Government to help the UK meet its climate change
obligations, the Carbon Trust creates practical, business-
focused solutions to help capture the commercial
opportunities of low carbon technologies.
Taking a fresh approach to format, style and delivery of
the events Freshwater communicated the organisation’s
key messages, provided valuable practical information and
assistance. A number of new high profile events were
also created for the Carbon Trust outside its usual
calendar commitments.
Results
The events raised awareness on the key carbon related
issues to key stakeholders. Freshwater was
commissioned to continue work on this rolling events
programme as the retained event management agency.

14. EnergyNet
Wales Launch Event
Challenge
Handling all aspects of this very targeted event including
recruitment, registration, creative set design, audio visual
and event management.
Strategy
EnergyNet Wales is a programme run by the Department
for Enterprise, Innovation and Networks.The programme
supports Welsh companies of all sizes with the potential
to supply goods and services to the energy sector.
The event was opened by Andrew Davies Minister for
Enterprise, Innovation and Networks.All recruitment was
carried out electronically allowing delegates to register
online and other elements including pre event
management, set build, audio visual and speaker
management were carried out by Freshwater’s event
team.
The event was also filmed and edited to produce a DVD
of the launch.
Results
The day was an outstanding success giving many
companies within the sector a chance to network and
learn more about the support available from the Welsh
Government.

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Public relations
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Digital and viral marketing
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Marketing consultancy
Brand development
Event and conference management
Training services
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