Objectives

• Position International Confex as the premier show representing the conference and events market
• Re-establish the Confex Group brand to represent excellence, excitement and innovation
• Raise the profile of the show and brand to a larger audience
• Enrich the exhibitor, press and visitor experience
• Establish an emotional connection with target audiences
• Grow the show's international exhibitor sector
• Create an innovative press office

Strategy and tactics

Davies Tanner’s aim was to develop a campaign which improved exhibitor exposure and create additional revenue for the show’s organisers via sponsorship opportunities. By capitalising on the continuing development of International Confex we aimed to keep national and industry media up to date with stories and activities in the run up to the exhibition creating excitement and encouraging attendance. An innovative press office was the key to engaging press at the event. Davies Tanner’s tactic was to completely re-brand the office to make it a relaxing and welcoming environment.

Results

• Exhibitors were invited to attend training days on how to promote themselves at the event
• Implemented and launched ‘Confex After Hours’, a series of evening events designed to give the Confex Group 12 month exposure to the market
• Researched and established sponsorship deals between exhibitors and key areas of the show including the press office, relaxation bars and networking areas
• Created a totally paperless press office endorsed by the world famous newsstand café, 'News Café' in Miami Beach, Florida, providing media with a five star service in a café environment. It was the first of its kind to be totally digital with Confex branded USB sticks

Measurement

• Highest ever visitor numbers in its 25 year history
• 85% repeat exhibitor bookings during the show
• Over 120 media registered
• Advertising value equivalent of £475,550
• ROI of 6.26
• Nearly 26 million opportunities to see