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International Confex

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International Confex

National Meetings Week 2006

IceSpace

International Confex

Campaign:

International Confex is the biggest and best event exhibition in Europe, but in a world where buyers get much of their information from the web, the campaign objective was to ensure International Confex remained relevant. When Davies Tanner began working with International Confex in 2006, the show’s organisers wanted a campaign that conveyed how live activity and interaction is far more engaging and inspirational than online content. They wanted to lift the profile of International Confex and create a show that holds as special place in the psyche of event organisers. Their vision was a prestigious event, the premier show for conferences and events; totally unmissable.

Objectives

Position International Confex as the premiere show representing the conferences and events market
Re-establish the Confex brand, to one that represents, excellence, excitement and innovation
Raise the profile of the show and brand to a larger audience
Enrich the exhibitor and visitor experience
Establish an emotional connection with audiences
Grow the show’s international exhibitor sector

Activity

Account Manager, Naomi Roots explains the programme of activities used on the International Confex campaign, “The International Confex campaign was intense from day one; everyone involved hit the ground running. We had so many ideas to implement and everyone was filled with enthusiasm; we just wanted to get going and create something different for the industry. The Davies Tanner and International Confex teams worked really well together and this gave us the opportunity to make radical actions, affecting every element of the show.

“To create additional revenue and improve exhibitor exposure, we set up sponsorship deals between exhibitors and key areas of the show such as relaxation bars, networking areas and the press office, the extra revenue being used to add value to these essential areas. The press office was given its own brand, News Cafe. It was the first of its kind to be totally digital and therefore paperless. We managed the creation of over 1000 exhibitors’ digital press packs and we managed the show experience for the 120 media over the 3 days.

“The media were given a 5 star service in a café environment. They enjoyed the benefits of good service, good technology and stylish surroundings that underlined their importance to the show. However, they were not given an easy-option in the News Cafe. The press were encouraged to walk the show with a ‘personal shopper’ that took them onto the exhibition floor and to visit exhibitors. A dedicated team from Davies Tanner operated the News Cafe, it was the perfect facility to manage press registration and conduct press interviews. (Also see the News Cafe Case Study.)

“Prior to the show, dedicated phone lines and email address were set up for exhibitors and they were invited to attend training days on how to promote themselves at the event. We realised that the show would only be fantastic if the exhibitors were fantastic, so we wanted to give them every opportunity to increase their exposure at the show.

“In the run up to International Confex 2008, we launched Confex After Hours to ensure continuous exposure for the group at networking events throughout the year and are currently implementing a serious of new initiatives for the 2009 show, making use of social networking, online audio-visual technology and search engine optimisation.”

Testimonials

“Davies Tanner made us believe it was going to be a show like no other. It’s nice when the event lives up to the PR.”
Yasmin Razak, Editor, C&IT

“…Full marks go to the Davies Tanner team for their efficiency and of course the great hospitality in the News Café.”
Verity Gough, Exhibitor Today

“Thank you for the amazing show, and I think you’ve made a real impact there.”
Paul Colston, Conference News

“…I firmly believe they’ve cracked it…”
Martin Lewis, M&IT

“…I really enjoyed it, certainly the best Confex I’ve been to”
Mike Fletcher, Event

Results

International Confex has achieved the highest ever visitor numbers in its 25 year history.

The show has won a host of prestigious awards, including The Event Awards – Most Improved Established Exhibition and Best Business Exhibition, The Visit London Awards – Business Event of the Year, and Best Public Relations Campaign at the MIMA Awards.

In 2008, the total circulation for International Confex, which included coverage in the national press, was 6,798,111 and exposure to the show reached 70,709,541. The Advertising Value Equivalent was £330,550.

The show’s organiser’s investment in PR was returned 6.25 times.