Campaign: TNT Travel Show 2011
Client: TNT Publishing
PR team: Citrus PR
Timescale: Jan-March 2011
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.
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.
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.