New model achieves record-breaking sponsorship and exhibition

19th International Microscopy Congress 2018 (IMC19)

Fast facts

Event: 19th International Microscopy Congress 2018 (IMC19)
Date: 9-14 September 2018
Location: Sydney
Venue: ICC Sydney


Exhibitors (sold-out show floor)

A revolutionary approach was needed to entice global microscopy organisations to support the 19th International Microscopy Congress (IMC19) in Sydney. With exhibitors staring down at 24-hour flight times and logistical complexities for the long-haul transportation of multi million-dollar microscopic instruments, the local organising committee called on Arinex to make a convincing pitch.

Arinex undertook detailed research and feasibility studies to come up with an entirely new business model for IMC. Its aim was to drive growth across both revenue and corporate attendance as well as strengthen IMC’s corporate member program. The model focused on increasing ROI for sponsors and exhibitors by making the event more commercially appealing.

The new model was rolled out in a collaborative nature, with Arinex building a strong rapport with each sponsor and exhibitor along the journey. That included arranging pre-conference site inspections with the venue to allow exhibitors to maximise their attendance. Arinex issued detailed instructions ahead of the four-day build to ensure a seamless set-up despite the high volume of exhibitors and associated security requirements.

The results were huge. The new business model saw sponsorship sales reach 300% of targets and led to a record-breaking exhibition, with 70 companies and a sold-out show floor. Tellingly, total sponsorship and exhibition sales for IMC19 were 30% more than IMC18 in Prague.

quote To surpass sponsorship and exhibition sales from IMC18 is an outstanding result because the previous congress city Prague is smack bang in the middle of continental Europe and a lot of these companies have headquarters in Europe. It shows the power of an awesome, innovative business model, which has become a new model for the industry.”


IMC19 Congress Chair Simon Ringer

quote One of the best things was your level of flexibility and being able to take on board our requirements. I came to Drew with a proposal, saying can you do some sort of group package? And Arinex was able to come to the party. For us being distributors we could get everyone together in the one area. It has meant we didn’t need to run from corner to corner to see everyone. We can keep everyone on what’s happening for all of our customers – it’s unofficially called the AXT Town. We’ve got a bit of a neighbourhood here.”


Cameron Chai, Marketing and Communications Manager, AXT – an exhibitor

quote Arinex sponsorship and exhibition team arranged a site survey to give us a tour of the facilities a couple of months in advance which was helpful. We were just trying to scope out what the venue looked like and how we could plan our bump in. We had more than $5 million worth of equipment being shipped from 7 different countries and so it was a complex procedure to coordinate, and having prior knowledge of ICC Sydney really helped. During the conference we also held a social event for clients, which Arinex helped us with by arranging transport and guiding delegates, which was definitely useful.”


Dr Rene Hessling, Microscopy Division Manager, Zeiss – a sponsor and exhibitor