As soon as we announced Australia as the conference site, excitement was high," says Jill Stoffield, meeting/ conference planner at Brookfield, WI-based HPS Select Brokerage Services, "but to keep that charge going, we needed a strong promotional program." The Creative Services and Sales departments worked together to create the Vision Down Under campaign, which tied together the company's promotional goals with a memorable theme, eye-catching graphics and cost-effective gifts, over an 18-month qualification period.

"We sent regular monthly mailings to about 2,000 agents," Stoffield says, "which included current agent rankings, special bonus-month and sales promotion updates, and information on the culture and beauty of Australia."

If you've created a successful promotion, why not share it with your peers? Call Editor Susan Hatch at (508) 768-7720, or send your materials to Insurance Conference Planner, 60 Main Street, Maynard, MA 01754.