Objective
Reed Travel Exhibitions wanted to improve their engagement levels with customers beyond the three days of global meetings and events industry exhibition EIBTM, plus show people who couldn’t attend what they were missing, while also increasing visitors’ awareness of all the facets of the expo during the show itself to boost participation in seminars and other activities.
Strategy
Working with web channel MeetingTheWorld.com, Three-sixty launched EIBTM TV – a live and online web channel for which content was shot and edited on site during EIBTM and broadcast on large screens around the show, while being streamed simultaneously online. Three-sixty also shot the key educational seminars for gradual roll out after the event, and maintained and managed EIBTM TV throughout the year online, accessible via the EIBTM website.
EIBTM TV extended the three-day exhibition into a 24/7/365 live and online meetings and events experience, which:
- Promoted the annual event all year round
- Created a useful resource through its engaging content for customers so access
- Allowed those who couldn’t attend the event or certain seminar sessions to catch up on what they missed
- Added value to the overall visitor and exhibitor experience, building loyalty
Watch the EIBTM TV channel – a total of 39 videos, shot, edited and streamed online