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Following a highly competitive tender process, Davies Tanner won the World Travel Market London account and the task of building on the show’s long-standing success.
Securing the account with just a few months until the show, we very quickly had to devise a strategic programme of highly targeted activity that would garner optimum results in just a few short months. With the core aims of attracting a world-class visitor audience while supporting the acquisition of new exhibitor participation, our cut-through campaign involved refreshing existing communications, liaising with exhibitors ahead of the event (over 150 to be exact), arranging media interview slots, securing speaker opportunities, supporting with on-stand awareness and connecting exhibitors with press and influencers.
Adopting our tried and tested press office tools, in just three months we secured a total of 40 interview wall slots for exhibitors, drafted and issued over 36 press releases securing a significant volume of cut-through global coverage, and finalised six exclusive Q&As on behalf of WTM with key media.
In just four months, we secured over 270 pieces of coverage in media across the globe, including opinion led features, coverage of WTM’s proprietary annual trends report, show news and updates, the positive impact of the event on the London economy and multiple interviews with WTM’s spokespeople. Spanning the UK, Europe, Africa, Middle East, USA and more, hero pieces featured in TTG, ITTN, EuroNews, Breaking Travel News, China Times, Conference News, M&IT, Canadian Travel Press and Publituris.
Following a robust outreach strategy, media attendance to the media centre grew by 15% on the previous year, with a total of 1,910 visiting the show. Focusing on the quality of registered media in both the UK and internationally, key attending media included BA High Life, BBC, CNT, Financial Times, NetJets, Bloomberg, Il Sole 24 Ore, Nouvelle d’Europe and Robb Report.
