A Better Tomorrow: EAC Malta
Kicking off the year in style
For the fifth year running, our team worked closely with a global rare disease pharmaceutical organisation to deliver their annual EAC conference, this time on the stunning island of Malta – and it was nothing short of spectacular. Over five days, 220 delegates from over 10 countries came together for an experience that celebrated the client’s past achievements and showcased their strategy for the year ahead.
With a brand new client contact on board this year, our trusted relationship and deep understanding of their company vision made collaboration seamless. Our dedicated pharma team brought the event to life, supported by our in-house creative team, creating a journey that effortlessly combined strategy and celebration – all wrapped in a striking, fully branded experience.
Building "A Better Tomorrow"
We presented the client with three distinct creative concepts, and they chose “A Better Tomorrow” – a theme that perfectly reflected their internal mission and vision while reinforcing their 100‑year anniversary milestone.
Our creative team developed the event brand across every event touchpoint, from large printed installations to digital signage and assets, ensuring the experience was fully tailored to the client and their event message. This included developing bespoke theming for the gala dinner and awards ceremony . ‘Celebrating Past & Present’ was the core message for the evening, designed with it’s own distinct look and feel that would compliment the nights festivities and unique venue.
The result of our extensive planning was a fully integrated delegate journey, plotted across registration, content, travel, logistics, production and onsite management. Every element reinforced the theme, creating a branded experience that inspired and engaged delegates at every turn – highlights included daily-evolving digital signage and a branded digital pledge wall that invited delegates to commit to how they could contribute towards ‘A Better Tomorrow’.
When the client had decided on Malta as the destination, we carefully selected the Westin Dragonara Resort to host the main programme, ensuring the hotel could fully support the complex and significant scale and requirements of the event.
For the gala dinner, we chose the Malta Conference Centre, one of the leading hospitals in Europe until the 18th century, which resonated perfectly with the theme of “Celebrating Past & Present”, adding a unique sense of history and authenticity to the evening’s storytelling.
The five‑day conference was a high‑impact, fast paced experience, bringing together delegates from 10 countries. Our eight-strong XSEM team, including our head of creative and in‑house videographer, worked across production, creative, logistics, registration and onsite management to ensure every detail ran seamlessly. All members of our team were immediately on hand for both the client and delegates, enabling quick decisions and communication.
Delegates were wowed from the moment they arrived. The digital registration desk and LED installations created an immediate impression, and the ‘A Better Tomorrow’ branding was strong across every touchpoint – big and small.
A guest HCP speaker was sourced and secured by our team, perfectly matching the brief and delivering a session that truly resonated with delegates. The talk landed with huge impact, with many attendees describing it as one of the most inspirational and motivating moments of the programme.
Alongside this, several HCPs attended the event. Our pharma team managed all arrangements in line with compliance requirements, including coordinating separate hotel and restaurant bookings to ensure their participation followed the appropriate regulations.
Across the event, 22 breakout sessions required intricate coordination, tailored to the needs of different countries. We also facilitated country dinners in four local restaurants, each with bespoke branded elements such as menus and unique touches that made the evenings feel personal and special.
Small details made a big impact. Knowing ESG was a priority for our client, we sourced lanyards through Colours for Good, an initiative that supports fair wages. Each piece is handmade by women in Mexico and thoughtfully designed to double as a sunglasses holder. We also fully offset the carbon emissions of the event, calculating the total carbon footprint across travel, accommodation, venue spaces and menu choices. In total, 178 tonnes of carbon were offset through the planting of 1,086 trees, helping to balance the environmental impact of the programme.
From the hotel experience to the entertainment and every moment in between, delegates were delighted. Years of working closely with the client and understanding their therapy areas meant we could anticipate needs and deliver an experience that felt effortless, personal, and truly memorable.
The gala dinner was a real highlight. As a special touch, delegates travelled to the MCC in vintage Maltese buses, stopping for photos when they arrived. A live band and DJ set the vibrant atmosphere for the evening, while senior team members donned personalised red capes – suggested and sourced by our team – as they presented awards, adding a playful, memorable twist to the evening.
A motivating, memorable start to the year
The event was a resounding success.
The client once again praised our team for seamless delivery, clear communication, and expert onsite support, reflecting the strength of our long-standing relationship and the trust we’ve built over five years. Our pharma expertise and in-house creative team ensured every detail – from compliance‑sensitive management to immersive, fully branded experiences – was executed perfectly.
Building on this momentum, we are already working on next year’s event, continuing to push the bar for creativity, engagement, and impact while deepening our collaboration with the client.
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