International thumbs up for local expo campaign

Decorex entered its attendance promotion campaign for Decorex Johannesburg 2006, which was themed ‘Nature influences Living Spaces', and received the commendation judged on the inventiveness and vivid promotion of the exhibition.

“We are delighted to be recognised by IAEE, the largest association of the exhibitions and events industry in the world,” says Melanie Robinson, Decorex SA director. “It is wonderful to know that Decorex SA can compete on the international playing field. With soaring international interest in South African decor and interior design, it is important for Decorex SA, as the marketing platform for this creative industry, to show we are on the same level.”

Increases profile internationally

Brian Kennedy, chairman of the Exhibition and Events Association of South Africa, congratulates Decorex owners Thebe Exhibition & Events, stating that as this is a first for South Africa, the commendation would not only serve to increase the profile of SA exhibitions and events in the international arena, but reinforce the marketing medium of exhibitions nationally.

Entries in this year's competition totaled 164 submissions across 13 different categories, spanning three show sizes. According to Robinson, it was no easy task impressing the international judges. “The panel considered whether the message and creativity are impressionable on the target audience, and if the materials we used are effective in creating a brand association with the exhibition. They also examined our objectives to determine if the creative work would meet the goal.”

Since effective marketing is an essential ingredient for the success of every exhibition and event, it is especially important for the industry and its organisers to regularly focus attention on messages that are effective, notes IAEE President Steven Hacker. "The unique value of IAEE's annual Art of the Show Competition is that it gathers the best examples of really dynamic marketing and sales collateral together in one place. Virtually all of the entries, especially the winning selections, serve as idea generators for organisers in almost any industry.”