For some, organizing an in-person event for the first time since the pandemic could be seen as a daunting task, but for the Canadian Institute for Military and Veteran Health Research (CIMVHR) team based out of Queen’s University, they took the challenge in stride, organizing their annual conference in Halifax during the Fall of 2022.

Understanding the need to team up with a local group on the ground, CIMVHR hired Up to support with strategic communications, social media, media relations and event support, helping bring their Forum 2022 to life. We worked closely with the CIMVHR and the Canadian Armed Forces’ communications team to capture the attention of local media and keep the story of the conference running throughout the duration. The approach resulted in daily media coverage on CBC Television, Global Television, CTV and several radio and print interviews. Additionally, live social media coverage was provided over the course of the event. Knowing the market, spotlighting stories of local interest and effective pitching was a winning strategy for this event.