Having provided consultancy to The Meetings Show since its sixth edition in 2018, Custard was delighted to, once again, lead the PR strategy for the UK’s leading exhibition for event, meetings and conference professionals in 2020.
During an unprecedented year, which saw the COVID-19 pandemic have a devastating impact on the entire sector, Custard successfully devised and managed a comprehensive PR strategy that was swiftly adapted to accommodate the ever-changing government guidelines and resulted in the show evolving from a live event due to take place in June to hybrid and then to a fully virtual format delivered in October.
More than 4,000 event professionals from around the world attended the critically acclaimed online show over the three days (19-21 October) that facilitated 1,400 qualified buyers exchanging over 52k messages and over 4k video calls with 250 exhibitors.
Working as a key partner, Custard created the communications strategy and aligned it to six core pillars with the objective of increasing visitors to the show’s website and driving registrations. Our role encompassed the following elements: