Our marketing team flexed their muscles on Tuesday night and took out the award for Most Outstanding Marketing Campaign (Trade) at the 2013 Exhibition and Events Association of Australasia (EEAA) annual Awards for Excellence.
We’ve proudly cemented ourselves as a leading trade and consumer show, with the Australian Fitness & Health Expo heading to the Melbourne Convention & Exhibition Centre in April 2014, and satellite shows in Sydney and Perth.
Our Exhibition Director Jon Perry commended the team for creating and growing such a successful model.
“The Australian Fitness & Health Expo just keeps getting bigger, and this is because of its ability to keep up with the constantly evolving industry that is fitness,” said Jon.
“As an Expo that targets trade visitors as well as consumers, we need to be very plugged in to the industry and be slightly ahead of new trends and market needs so that we give the trade visitors what they want and need.
“In 2013, we made some critical changes to both the Expo structure and our marketing strategy and we are pleased that both have yielded such positive results.”
The 2013 Australian Fitness & Health Expo attracted a record 33,967 visitors at the Sydney Convention & Exhibition Centre and was the largest in our history with over 300 exhibitors from 12 countries across 20,000 square metres.
This year, we incorporated a range of exciting new additions driven by industry trends and consumer preferences, including a new Healthy Living stage providing information about nutrition and healthy eating and a restructured Strength & Conditioning Zone showcasing sports including CrossFit, Mixed Martial Arts and boxing.
Our Group Marketing Manager Michelle Kelso noted that our show’s marketing campaign was the most comprehensive and expansive program implemented in the Expo’s 19-year history.
“Our five distinct visitor segments were targeted with more than 200 streams of activity across social media, digital/mobile marketing, PR, traditional advertising and print collateral with tailored messaging and imagery.
“The implementation of a fresh, strategically aligned creative and a striking visual identity served to solidify and strengthen the campaign.
“A greater focus was placed on consumers, targeting mixed martial artists, bodybuilders and general fitness enthusiasts and, as such, relationships with consumer publications were key.
“We also expanded our social and digital media campaigns with a 12-month content calendar in place. A visitor referral program helped drive awareness and MMSs were sent out to a consumer database driving pre-book ticket sales.”
The Australian Fitness & Health Expo also took out the 2013 award for Best Show Team – a testament to a team which views fitness as a personal passion not just a field of work, said Jon Perry.
“The fitness industry is a passionate one, so our team needs to be genuinely interested and engaged in fitness and health,” said Jon.
“Every member of this Expo team has an interest in the industry, uniting them for a common cause and shared success. For example, our Marketing Campaign Manager rides 14 kms to and from work every day, our Exhibition Manager is involved in martial arts, CrossFit and strength and cardio training and our two Sales Executives cycle a combined 40km to work each day, with one attending four CrossFit Box sessions per week and the other attending the gym everyday and cycling up to 100km on the weekends.
“In 2013, this passion resulted in record visitor numbers, an increase in the percentage of exhibitor’s re-signing for the following year’s show and increased exhibitor and visitor satisfaction rates.”
Dates for 2014
Australian Fitness & Health Expo, April 4-6, Melbourne Convention & Exhibition Centre
Fitness Show WA, August 16-17, Perth Convention and Exhibition Centre
Fitness Show NSW, October 18-19, Sydney Showgrounds, Sydney Olympic Park