Exhibitors Advice
Visit London
1. What was the story?
Visit London launched their 'Only in London' campaign which highlighted all the unique and unusual aspects about London. We gave out an 'Inspirational 100' list of great ideas to event buyers and press at the show. There was also a 2012 angle to the campaign which was presented through a press conference and drinks reception, which was held on the stand.
2. How did you issue the news i.e. what channels were used e.g. emails to press contacts, printed invitations to a press conference, phone calls?
We issued press releases via our own website and to the UK and European press. We also set up our own press contact with the editor of the IMEX Daily Paper. Personal invites for our 'quirky afternoon tea party' were also issued via email.
3. Did you use the IMEX Daily Paper?
Yes - we were in the IMEX Daily four times in 2009. The first feature was a Q&A feature. We then created several news stories and a personal 'My IMEX' interview too.
4. When did you issue the news e.g. at IMEX or before?
Two months before the event, although it could be earlier! We sent news out across the week before and post event too.
5. How did you measure ROI?
We measured the press coverage and the amount of people who attended the press conference and live event.
6. What tips would you give to a new IMEX exhibitor on how to get the most out of their IMEX PR campaign?
Plan early - try and contact editors to find out what they might be interested in. Think outside the box - create interesting facts and figures to give out at the press conference, have a clear news hook - something which is exciting and new. Back up press conferences with a quirky party or drinks reception to maintain good relationships with key press - we held an afternoon tea with a twist!
