‘Serving Up’ new exhibitors at IFEX

IFEX - Northern Ireland’s largest food, drink, retail and hospitality event – is THE one-stop shop for the hospitality, foodservice and retail sectors. RNN Comms have been the PR agency for IFEX for many years and there are limitless reasons why we love working on the show.

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Develop an integrated campaign to:

  • Increase awareness of IFEX with previous and potential exhibitors
  • Engage with industry partners in the lead up to IFEX
  • Support IFEX’s online presence and deliver new thinking
  • Drive pre-registration and increase visitor numbers
  • Increase awareness of the event for those in the food, drink, retail and hospitality sectors.

IFEX may only take place over three days however, the PR plan spans well over 7 months – some of our tactics included:

  1. Create and implement trade campaign (NI and ROI) - including editorials, online presence and social media amplification
  2. Stakeholder engagement included meetings with all industry bodies to understand show involvement and communication channels with members
  3. Ongoing comms with over 200+ exhibitors and IFEX sponsors
  4. IFEX launch event and Photo-call (multiple)
  5. E-zine copy
  6. Create digital campaign and offer ongoing social support
  7. Ministerial Engagement
  8. Show news: We hosted multiple journalists during IFEX and throughout the three days, we issued a variety of news releases and pictures to press including: official opening news and NI Chef of the Year.

Results: IFEX 2018

  • IFEX exhibition space sold out four weeks prior to the event
  • Pre-registration to IFEX increased by 20%
  • Following a 24% increase in visitors in 2016 (during the NI Year of Food & Drink), the 2018 show-maintained visitor figures at their highest-ever level
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“In 2016, IFEX experienced a large increase in visitor numbers, so building on this further in 2018 was always going to be challenge. For the 2018 show, the RNN team delivered a sustained and solid PR Campaign over seven months, which resulted in great coverage for IFEX and Meat@IFEX. In addition to show news, the team also handled media requirements from 12 countries for the WBC, and the juggling of media requests and show messages, particularly during show week, was impressive. “There’s no doubt that the PR Campaign and social upweight helped to attract visitors and encourage pre-reg – the event was a great success.”
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Georgina Preston

Portfolio Marketing Manager, Fresh Montgomery

Jean Christophe Novelli stops for a drink with Johnsons Coffee at IFEX 2018 002