Viva la publicidad!
Moving to Spain for the first time, and competing head-on with another major industry event, our FESPA Digital 2012 PR campaign needed to meet three challenges. First, raise awareness with Iberian visitors. Second, communicate what’s unique about FESPA to maintain international visitor numbers despite the rival event. And third, spell out the fresh content programme to emphasise all the reasons to attend. Our integrated campaign invited printers to ‘Explore the Wider Opportunities of Digital Print’, and they did just that. 12000 people visited, 45% of which were from Spain, smashing FESPA’s target by 20%. What’s more, half stayed for more than one day, a record-breaking revisit rate.