UFI, the global association of the exhibition industry has named Hannover Fairs Mexico the winner of the UFI Marketing Award 2020, for its project ‘Multi-channel, Cross-generational marketing’.
Open to UFI members and non-members alike, the UFI Marketing Award aims to reward "the best marketing initiatives undertaken by exhibition professionals". This year, the award was focused on honouring event professionals in the exhibition industry who "had successfully implemented multichannel marketing campaigns allowing them to communicate with consumers across multiple touch points, both online and offline".
Hannover Fairs Mexico entered the competition with a multi-channel marketing strategy that started an industrial transformation in Mexico. The company got together a community with the aim of telling a story of innovation and technology across as many as five generations. Hannover Fairs Mexico adjusted its strategies and marketing mixes according to the markets of these generations, focusing on communication preferences.
Communications and marketing director, Itziar Gómez Jiménez, said: “It is an enormous privilege to have won first place in the 2020 UFI Marketing Award. It makes Deutsche Messe as a global company immensely proud and it also puts Mexico’s name on the map. The multi-channel strategy we employed can be credited for the excellent debut of Industrial Transformation Mexico and immediately positioned the fair as a leading event in its niche. From our very first edition, we managed to create a community, to tell the story of all the innovation and technology that is being developed in Mexico and became a catalyst for Industry 4.0 businesses in the country.”
Elena Chetyrkina, UFI marketing working group chair, added: "I want to thank again all the participants for their entries for the UFI Marketing Award 2020. The winning entry shows how marketers need to respond to the trend of cross-generational marketing and branding by adjusting their marketing mixes and strategies accordingly."
Hannover Fairs México will be invited to present their project during the 87th UFI Global Congress. For more details on the UFI Global Congress, please click here. For more information on the UFI Marketing Award, click here.