The energetic marketeers behind Europe’s largest gaming industry trade show have launched a promotional assault targeting some 200,000 individuals in 85,000 companies and 90 gaming media outlets.
Jo Mayer, marketing director for ICE Totally Gaming, describes it “one of the biggest campaigns ever undertaken in support of a gaming exhibition”.
Headlining the blitz for the 2015 show, which takes place 3rd-5th February at London’s ExCel Centre, is an advertising campaign featuring 120 spots in B2B media, both print and digital, and what organizers are calling a “heightened emphasis” on social media aimed at reaching out to audiences in more than 150 countries via Facebook, twitter, LinkedIn, tumblr and an exclusive ICE mobile networking app.
“Advertising will be supported by an extensive media relations and PR offensive with ICE organisers engaging with over 200,000 individuals working for 85,000 companies through sector specific e-shots and mailings,” the marketing office said.
The Web site (www.icetotallygaming.com) now features an updated “Media Hub,” enabling journalists to access information and images relating to the event, exhibitor browsing, a bespoke ICE Conferences micro-site and a visitor support section.
The campaign appears to be working. The show reports that more than 1,000 industry professionals registered for the event in the first 72 hours after the site went live.
Last year’s show attracted more than 23,000 attendees and 515 exhibitors from a record 156 countries, according to an independent audit. Exhibition space covered more than 34,000 square meters.
Organizers Clarion Events, based in London, produce trade show and conference content across a range of commercial sectors worldwide. Gaming shows include two popular annual events focusing on remote gambling and betting: Europe’s EiG and GiGSE, held in North America.
