Labelexpo Europe wins second marketing campaign award

Labelexpo Europe, organized by Tarsus Group, won the Marketing Campaign of the Year award at the AEO (Association of Event Organizers) Excellence Awards ceremony, which was held at Wembley Stadium in London, UK. It is the only event to win this award twice, having previously succeeded in 2008.

The campaign theme, ‘The greatest label show on Earth’, was based on vintage circus posters and the entire campaign was personalized and delivered in nine languages. A panel of judges from across the event industry said: ‘The creative for this winning campaign was innovative, flexible and enticing. It took the subject matter and made it interesting and exciting, fully engaging with the audience. The results were first class.’

The impact of the campaign was reflected in the show’s statistics: 

• 24,169 visitors from 125 countries (the widest geographic distribution ever)
• Even before the show had finished, over 80 percent of exhibition space had already been booked for Labelexpo Europe 2011
• There was an increase of exhibitors to 544 in 2009 from 511 in 2007.
• The show had to expand into a sixth hall to meet the demand of exhibition space
• Many exhibitors reported more visitors and more sales on their stands, despite the recession 

In addition to the marketing award, Labelexpo was also recognized as finalists in the following categories: Best Tradeshow Exhibition – over net 2,000 square meters, and Organizer Team of the Year.

Michael Hatton, group communications manager, said: ‘We are delighted to be recognized by our peers for a second time. The entire campaign was developed in-house and the result was an unusual creative concept that was embraced by exhibitors, visitors and the media alike. We were pleased to be able to deliver a strong, positive message to the industry in a difficult economic climate.’ 

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