2021 marked the triumphant return to exhibition halls around the country as event organisers stepped back onto the show floor, juggling the logistics of delivering a face-to-face event post-lockdown, amid all-new heightened hygiene and social distancing measures. With a tentative re-opening date on the horizon, falling transmission rates and the rapid progression of the vaccine roll-out, Nineteen Events was getting ready to host its first physical International Security Expo in more than 18 months, while simultaneously launching the co-located International Cyber Expo.
Amid a backdrop of uncertainty and apprehension about the future of in-person events, Storm worked with Nineteen Group to roll out a reassurance campaign, demonstrating the company’s investment and commitment to run a safe, live, in-person event. Supported by Government, the campaign highlighted the unrivalled opportunities the event was recognised for – namely, to network, learn from renowned industry experts and source products that meet the evolving security threats – both physical and digital – facing people, businesses, and nations both today and in the future.
The news generation and thought leadership campaign delivered a steady drumbeat of high-value trade coverage, with 94 news items and 26 show previews appearing in key tier one trade media. Alongside a news generation and thought leadership campaign, Storm worked closely with the event’s heavy-hitting line-up of industry experts, securing 37 ad-hoc articles promoting the sessions taking place at the show.
In addition, Storm rolled out a digital campaign creating more than 25 short video interviews. Recorded remotely with key speakers, the videos helped to raise awareness on social media, as well as through the organisers marketing outreach programme, helping to promote sessions topics and another reason to attend the event.
The result? A proactive media relations campaign that delivered a reach of over 125.4m and 178 pieces of high-value trade and national coverage, including news coverage in The Independent, The Telegraph and The Times. Overwhelmingly positive feedback from all stakeholders – visitors, exhibitors and media – was testament to the campaign and reputation of the exhibition, demonstrating the value for all who attended.