For the SMI Conference 2025, the brief came with several critical, non-negotiable parameters:

• Southampton was fixed as the host city
• A defined commercial revenue target had to be achieved
• The event needed to provide robust networking opportunities
• The agenda had to remain highly relevant amid evolving Government report timelines

To meet these objectives, Tide Creative built a tailored delivery framework from the ground up. Central to the strategy was a clear commercial model - we developed targeted sponsorship packages and implemented a comprehensive sales and marketing campaign to equip the SMI team with the tools to drive revenue.

The result was a highly successful one-day conference, complete with a dedicated networking reception. Delivered in just 15 weeks, the event attracted over 200 senior decision-makers from across the UK naval enterprise, nearly reaching full capacity (225 max attendees).

Tide Creative ensured that every element - from programme design to operational delivery and commercial execution - aligned seamlessly with the client’s strategic goals.

With a compressed 15-week timeline and a fixed venue capacity, Tide Creative approached the SMI Conference 2025 with a focused, agile delivery strategy. Our process began with a streamlined but comprehensive scoping phase, allowing us to swiftly align with the client on key elements including staging layout, event format, exhibition capacity, and a detailed delivery schedule, supported by weekly progress check-ins.

A core part of our approach involved building a seamless speaker onboarding process in close collaboration with the SMI team ensuring each speaker was fully briefed and prepared ahead of the event. This was particularly crucial given the sensitive nature of the subject matter. Due to the moving timelines of highly anticipated sector frameworks such as the Strategic Defence Review and emerging geopolitical shifts, the team had to be responsive to agenda changes at short notice. To mitigate the impact of this, we worked with the team to define not just the preferred plan of approach, but multiple back ups and contingencies to ensure that despite any disruption outside the client's control that the event was still able to provide ample value to delegates, sponsors and exhibitors.

Beyond content and planning, Tide Creative managed all logistical and operational aspects of delivery, including:

• Transport coordination and accommodation for speakers
• End-to-end AV and stage design
• Full-service project management
• Design and execution of an integrated paid and organic social media campaign
• Targeted email marketing strategy

To streamline attendee engagement and revenue tracking, we also implemented a new ticketing system, fully integrated with the client’s existing CRM and website, enabling real-time updates and simplified communication with delegates.

The event was purpose-built to foster meaningful engagement around emerging defence opportunities - particularly in the context of AUKUS developments- while also structuring the agenda to allow for ample networking and connection-building throughout the day.

The event took place on the 1^st April 2025 at the Leonardo Royal Southampton Grand Harbour Hotel, sponsored by BAE Systems, GE Vernova, Thales, Ultra Maritime UK, Kongsberg Maritime, Frazer Nash Consultancy, Moffat & Nichol, Roxtec, HENSOLDT UK, APCL Group and Seawork. A total of 29speakers and panellists took to the stage throughout the day to address a near sold out venue. At final count 215 of 225 total tickets were sold. Of those surveyed, 96% stated that they would return for the next SMI Conference event. Overall organisation of the event and on the day support was listed as the top billing aspects of the feedback survey with 4.6/5 stars.  The results underscored not only the event’s strategic relevance but also the effectiveness of Tide Creative’s end-to-end delivery approach.