Advanstar finds new angles to tout Licensing International Expo

Advanstar's Licensing International Expo overcame several challenges this year, most notably rebounding from a recession and re-engaging with PR.

Client

Advanstar Communications (Woodland Hills, CA)

PR agency

Rogers & Cowan (Los Angeles)

Campaign

The 2010 Licensing International Expo (held June 8-10)

Duration

March-June 2010

Budget

Approximately $70,000

Advanstar's Licensing International Expo overcame several challenges this year, most notably rebounding from a recession and re-engaging with PR.

"In 2009, our PR efforts fell off the planet," says Liz Crawford, show director. As such, Advanstar hired Rogers & Cowan for the 2010 event.

STRATEGY

The team worked to build buzz and attendance for the event, but also "educate reporters on what licensing actually is," says Jason Magner, group manager at Rogers & Cowan and lead on the account.

After being held in New York for 28 years, the 2010 event was the second in Las Vegas. The team worked to "make sure both the exhibitors and outside community knew it was a success," Magner says. Another strategy, adds Crawford, was to "work with exhibitors more closely and identify news angles from the exhibitor perspective."

Tactics

Media outreach targeted marketing, retail, and business titles, and Advanstar handled social media on LinkedIn, Twitter, and Facebook internally. An online live feed was set up from the expo floor and the firm leveraged its relationship with TV producer Nigel Lythgoe (So You Think You Can Dance) and his Dizzy Feet Foundation.

Rogers & Cowan secured an appearance from actress Katie Holmes to talk about the foundation's licensing partnership with Hit Entertainment, which trademarks characters such as Angelina Ballerina.

Results

Media coverage included The Wall Street Journal, The Huffington Post, and Entertainment Tonight.

Overall attendance was about 18,000, up 15% from 2009. There were 410 exhibitors, of which 130 were first-timers.

Future

"For 2011, we have already set our dates and pre-booked about 80% of the floor space," Crawford says, noting that the company hopes to work with Rogers & Cowan again.

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