The premier event for the Northern Irish food, drink, retail and hospitality sectors, RNN Communications was briefed to create a comprehensive corporate and business communications campaign that would attract visitors and encourage exhibitors.
The Brief
Maximise exhibitor presence
Drive pre-registration and visitor numbers
Achieve coverage in trade and business press
Increase brand awareness
The Solution
RNN Communications created and implemented a multi-faceted marketing campaign that encompassed print, online and outdoor advertising, media relations and social media
Implement an engaging agenda of news stories communicating key messaging and announcements from the show
Draft a catalogue of website stories alongside social media and ezine content to be shared with a number of associations to circulate to their members
Draft and compile a 35-page show guide to be distributed to over 6,000 trade professionals in the weeks prior to the show
Liaise with First and Deputy First Ministers and Economy Minister’s Office to secure a government visit
Create a Spotlight Stage schedule – a series of panel discussions on topics relevant to the industry – secure speakers and provide briefs
Offer PR support during the event
The Outcome
Over 7,000 visitors attended – up 22% on 2022’s show
Over 200 exhibitors with many new names to IFEX
Exhibitor space sold out pre event
Visits to the show from the First and Deputy First Ministers, and Minister for the Economy
Featured on ITV evening news and UTV Life
Over 50 pieces of trade, online and print coverage
