EEAA launches campaign to highlight the power of exhibitions

The power of exhibitions and events to drive business and economic development is at the heart of a new national advocacy campaign launched this week by the Exhibition and Event Association of Australasia (EEAA).

Organisers, venues and suppliers from around Australia that host 650 events each year at which 24,000 companies exhibit, met with the NSW Deputy Premier, Andrew Stoner at Darling Harbour industry briefing.

EEAA President Domenic Genua said the campaign would help build awareness and the reputation of the industry as a driver of economic activity

Genua explained "with construction by Lend Lease now underway at Sydney's interim exhibition centre at Glebe Island, it is most timely to remind Governments, investors and other stakeholders that exhibitions and events are the lifeblood of our cities and regions.

"The events organised by EEAA members attract 1.6 million visitors each year providing benefits for hotels, airlines, restaurants and many other associated businesses. However, this is only a small part of their impact. For the thousands of big and small companies, trade and consumer exhibitions are the backbone of their businesses."

EEAA Chief Executive Joyce DiMascio said there were two tiers to the new campaign the first was about the effectiveness of exhibitions as a marketing channel and the second was about their flow-on benefits.

DiMascio stated "the campaign features ambassadors for the sector, people with skin in the game who tell us about the Power of Exhibitions in their businesses. Their messages are at the heart of our campaign they are unscripted, authentic and powerful.".

In 'The Power of Exhibitions' video exhibitors and buyers say that exhibitions and events:

• Drive business to other sales channels like retail and loyalty clubs.
• Accelerates the sales process with new wholesale customers.
• Help businesses get into domestic and export markets especially smaller companies that are regionally based and that can't or don't want to get retail through the big supermarkets.
• Generate benefits in the visitor economy by bringing in new people as attendees, exhibitors, buyers, organisers and contractors.

DiMascio added "these messages come on top of the traditional marketing strengths that we boast for the face-to face channel."

NSW Deputy Premier Andrew Stoner has lent his support to the exhibition and events industry and commended the work of the Association.

Deputy Premier Stoner stated "the NSW Government is committed to growing our State's strong exhibition, events and convention industry and that is why we are delivering Sydney's new world-class Exhibition, Entertainment and Convention Precinct at Darling Harbour.

"In the meantime, a new facility at Glebe Island with up to 25,000 metres2 of high quality, fully-enclosed and air conditioned space to house exhibitions will be the home of Sydney's biggest exhibitions from February 2014 until the end of 2016, when new state-of-the-art facilities are opened at Darling Harbour.

"We are thrilled to be working with the industry and the Exhibition & Event Association of Australasia to deliver these two great projects and secure the future of our State's exhibition, business events and convention industry."

Global Association for the Exhibition Industry (UFI) Managing Director Paul Woodward welcomed the EEAA initiative, concluding "we are passionate believers in the impact they can have on businesses and the communities they serve in the 85 countries where we have members.

"We are delighted to support EEAA's new Power of Exhibitions initiative and congratulate all involved in this exciting project. It should have a big impact as it gets the message out about how our industry generates new business and helps to create a lot of jobs."

The EEAA campaign toolkit can be downloaded from www.eeaa.com.au/powerofexhibitions.php 

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