Best International Event
Winner: Phoenix Media Network, Inc. – The London Produce Show and Conference
Produce Business is a leading American magazine for the fresh produce industry. Although the publication has a notable presence in the U.K., there are other British and European publications in its competitive set. Still, there were no large-scale events in the U.K. to serve the trade. So the brand decided to appropriate what it does with events in the U.S. across the pond. The brand believed that by doing a substantial trade show, conference and networking event in the U.K. it would help build closer relationships with the British and European trade and help increase brand awareness. So the idea became spinning its New York Produce Show and Conference into London.
A show of this magnitude in market was new to the London trade. It included 140 exhibitors and a program packed with thought leaders from around the world.
The results were instant and impressive. A study done of exhibitors at the show by England Marketing indicated that:
98 percent of attendees surveyed said they enjoyed the show and 88 percent said they would attend next year. And nearly everyone (95 percent) said they would recommend the show to other fresh produce companies.
Circulation of the magazine and its digital products in the U.K. more than doubled and industry demand led to both the establishment of a substantial custom publishing unit and launch of a U.K.-specific digital publication scheduled for 2015.
While the U.K. is smaller than the U.S.’, the London event, with over 1,100 attendees, this was the largest of its kind. And in 2015 it will only get bigger, with attendance projections are set 50 percent higher than in 2014.
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