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Objective


To develop and implement a marketing campaign to renew interest in an annual tradeshow.

Campaign Details


Featuring a newly revitalized venue, creative marketing assets and the use of new forms of social media interaction to peak the interest and engage potential attendees, the “Go To Market” campaign focused on fresh products, local resources, organic ideas and sweet results. Images of Monterey's produce were featured in all marketing assets, email communications and at the show. Along with extensive marketing materials, a mobile app was used to educate and create awareness, and amenity items included printed badges, lanyards, program journal, stress toys, aqua pearls and a coaster.

Results


The entire program, produced with a limited budget, was well received, resulting in an increase in exhibitors and a 21 percent increase in attendees.