Since 2001, the UFI Marketing Committee
organizes the "UFI Marketing Award", whose main purpose is to reward the best marketing initiatives undertaken by exhibition professionals.
Since 2006 this competition is open to UFI members and non-members alike.
Paris, September 11, 2012 -
Meeting in Stockholm last week, UFI’s Marketing Committee selected the winner of the 2012 UFI Marketing Award. This annual competition honours “the best marketing activity of the year” in the exhibition industry. This year’s winner is Freeman whose “Your Freeman” programme created a holistic experience to develop more awareness of their complete portfolio of exhibition services and reinforce their positioning as a provider of integrated exhibition solutions.
Organizers, venues and service providers were invited to share their innovative programmes covering a successful marketing activity or
campaign with clearly proven quantitative and qualitative results in 2011/2012. The four finalists chosen for this year’s final elimination round in Stockholm were Amsterdam RAI (Netherlands), Freeman (USA), Kintex (Korea) and Palais des Congrès de Montreal (Canada).
The winning Freeman concept established an exhibition booth with the customer at its core. The booth space provided each visitor with sound, colour, lighting and projection options providing each visitor with unique interaction opportunities. Touch screen displays and tablets allowed attendees visiting the stand to take self-guided tours through Freeman’s brand pillars: strategy, creative, innovation and logistics. To intrigue attendees a video invitation was created and sent via social media channels to target customers. The video featured Freeman employees, specially trained for their stand participation, which were then available at the booth to welcome visitors. A follow-up video was sent to those who visited the stand, thanking them and inviting them to learn more at the Freeman website.
UFI committee Chair Christian Glasmacher (Koelnmesse GmbH, Germany) noted that, “our exhibition industry should take a close look at Freeman’s programme. We are sometimes the worst exhibitors when it comes to showing off the clear benefits and value of our exciting face-to-face marketing medium. This winning programme shows us how we should put our best foot forward when we participate as exhibitors ourselves!”
Left to right:
Christian Glasmacher, Chair of UFI’s Marketing Committee, Freeman’s Molly Casey - VP Brand Marketing, and Tom Yurkin - VP Creative.