Case Study:  The UK Exhibition Industry 

Finds a Voice

The Issue:

The exhibition and events industry needed a forum to serve and promote its needs. Lacking a single voice, the industry was unable to develop strategic plans and initiatives or represent its collective vision to stakeholders, the Government, exhibitors and the media.

The Project:

The creation of a forum, allowing the industry to launch new collective initiatives. To persuade key industry leaders and trade associations of the need for a forum on behalf of the client organisation, the British Exhibition Contractors’ Association (BECA).

Action:

To originate and deliver a high profile, controversial campaign aimed at reconciling differences between associations and creating a new consensus. Conducted over a two year period, this focussed on an issue-led campaign targeted at member companies, key industry leaders and opinion formers as well as the media.

Result:

The creation of a forum, allowing the industry to launch new, collective initiatives.