Activity:
Naomi Roots, Account Manager at Davies Tanner comments, “The News Cafe brand represented a new approach to handling the media at a major international exhibition.
"Exhibitions and events of this nature are a growing forum for media launches, news releases and marketing activity; the News Cafe was designed to accommodate this.
"The News Cafe maximised the show’s exposure within the media. 120 media contacts 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, the News Cafe was not an ‘easy option’ for the media; press contacts were encouraged to walk the show with a personal shopper that took them onto the exhibition floor and to visit exhibitors with a good story to tell. The facility was situated in the main exhibition hall, glass panelling enabled visitors and exhibitors to see the press activity taking place inside.
"In keeping with the shows desire to innovate, lead and stay ahead of the competition, the News Cafe was the first exhibition press office to be entirely paperless; helping Confex demonstrate its green credentials. Ahead of the show, more than 1,000 exhibitors sent exhibition press packs via a special email system set up by Davies Tanner our team then placed them on the News Cafe system, making them instantly downloadable by the media. We created a faster flow of information, and an easier ride for press officers previously burdened with the need to produce 20 or so press packs each.
"Media were given branded USB sticks at the show, which they simply dragged relevant files onto.
"Most importantly was the fact that the News Cafe became a commercial property. Potential exhibitors bought into the new approach to the media and its brand. The News Cafe became an additional show feature and an exhibitor advice service, the News Cafe staff, shining in stylish black shirts branded Media Team, were visible throughout the show through the personal shopper service." |
