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, XXX% of which were new 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

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