IAAPA Attractions Expo

background:

Produced by the International Association of Amusement Parks and Attractions, IAAPA Attractions Expo is the largest and most comprehensive event of its kind for the attractions industry—which includes amusement parks, waterparks, museums and science centers, zoos and aquariums, and family entertainment centers. The show takes place annually, and will be in Orlando through 2020. Fixation client since 1998. Stats below are from 2011.

show size: 450,000 net sq ft
attendance: 25,000 total attendance; 100+ countries represented
exhibitors: 1,100 exhibiting companies

challenge:

They’re multiple: 1) IAAPA targets a niche, and—because of advances in technology and evolving consumer trends—constantly changing, market. 2) Industry members recognize IAAPA Attractions Expo as the leadership, must-attend, must-exhibit event, and return year after year… but, it always needs to feel new and relevant. 3) On the other hand many of attendees are new every year, which means the brand isn’t known so general awareness and market education is important, too. Bottom line? Every year’s marketing plan and creative strategy must strike a balance between maintaining the show’s brand equity while projecting a new and fresh experience.

obsession:

Recently we’ve done this through micro-segmenting attendees by specialty—waterparks, amusement parks, family entertainment centers, etc. As a result, we’ve been able to develop very targeted campaign materials that sell IAAPA each year as a new and different event, while proving it’s relevant to each niche audiences needs.

By utilizing digital technologies, we’ve also been able to distribute materials very economically. Even with constant pressure on budgets, by working with the IAAPA team we’ve consistently been able to hit business targets for both IAAPA’s domestic and international shows.

Campaign elements included print ads, e-mail, direct mail, banner ads, elbow grease.

results:

As proof of their success, consider that IAAPA has a 10-year contract with the city of Orlando. For 2009 we helped the show realize a 10% jump in international attendees during one of the worst economic climates for the industry and for tradeshows. And for 2011, total numbers were higher than 2010.