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Microsoft's leading EMEA annual event for IT professionals and developers called Tech·Ed. The challenge was to deliver a ‘world class learning experience’ to reinforce brand loyalty and share knowledge across the breadth and depth of the latest products and applications.

An integrated campaign was run for the two distinct audiences (Developers and Professionals). The events ran back to back and each consisted of technical sessions with keynote presentations and many opportunities for the delegates to meet in smaller workgroups. The event combined top speakers and product experts with a variety of learning environments, including ‘Ask the Expert’ sessions, Hands-on Labs, Product Demos and Panel Discussions.