Campaigns: Events - TNT Travel Show broadens appeal

TNT Travel Show: visitor numbers up by 20%
TNT Travel Show: visitor numbers up by 20%

Campaign: TNT Travel Show 2011
Client: TNT Publishing
PR team: Citrus PR
Timescale: Jan-March 2011
Budget: £7,000

The annual TNT Travel Show was held at a larger venue than in previous years. Citrus PR was brought in to increase visitor numbers and broaden the show's appeal.

Objectives

To increase the number of exhibitors and visitors by at least 15 per cent

To build a strong foundation for all future shows.

Strategy and plan

The PR team focused on highlighting the exhibitions from the show instead of the show itself.

It targeted press before, during and after the show and co-ordinated a social media campaign.

Prizes and competitions were mentioned in mainstream and online media by both TNT Magazine and the show's exhibitors. Finally, relevant media were invited to speak at the show.

Measurement and evaluation

More than 100 pieces of mainstream press coverage for the show were generated, including The Independent, The People, News of the World, Simon Calder's Travel Show on LBC Radio and TimeOut.co.uk.

Results

By the end of the show, visitor numbers had gone up by 20 per cent and the number of British visitors had doubled. Exhibitor participation had also gone up by 20 per cent.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.