FIT Show 2017

In just four years we have helped establish FIT Show as the UK’s premier glazing showcase. Kickstarted in Telford with our award-winning ‘Everyone’s Going’ campaign, 2017’s event relocated to Birmingham’s NEC, attracting over double the number of visitors compared to 2013 and more than 250 exhibitors from all walks of the industry.

History

Motionlab has been lead creative and digital partner for FIT Show since the event launched in 2013 at the International Centre, Telford. After helping establish the show as the UK’s foremost exhibition for the glass and glazing sector, and driving record visitor numbers to the event in 2016, the organisers of FIT Show made the bold decision to relocate the event to the NEC in Birmingham, the UK’s largest exhibition centre.

We were given responsibility for formulating a brand new engaging creative and digital marketing campaign that enticed enough key industry companies and figures to exhibit and visit and justify the move.

The Approach

One of our key challenges was to differentiate the campaign from previous years and ensure that FIT Show 2017 eclipsed the preceding three events.

A particular effort was made to drive more engagement via social media. Utilising video content, infographics, promoted posts and Twitter ads all played a vital role in lifting the campaign and helping us achieve this. The inaugural launch of an ‘Installation of the Year’ competition also drove masses of social engagement in the show’s lead-up, as did the creation of Mr and Mrs FIT, a cardboard couple distributed to exhibitors for assembling that they could then use to highlight how they were preparing for May’s event. Using the hashtag #MrMrsFIT, exhibitors shared imagery of the characters in their droves at various locations at home and abroad.

One of our key challenges was to differentiate the campaign from previous years and ensure that FIT Show 2017 eclipsed the preceding three events.

The Outcomes

Through using offline creative and digital channels, we helped to drive more awareness and engagement than ever before, as is shown through the overall website performance, exhibitor and visitor numbers.

FIT Show 2017 attracted 9,935 unique visitors, a number that rises to 13,285 when revisits are included, an increase of almost 17% (16.85%) more unique visitors compared to FIT Show 2016 (8,502).

Half the available stand space for FIT Show 2019 was also contracted or reserved before the doors closed at FIT Show 2017.

9,935

unique visitors to the show

52%

increase in website visits year-on-year

190

‘Installation of the Year’ entrants

300

posts using the #MrMrsFIT hashtag

224,826

pageviews of Exhibitor Activities page

Other Work

Other Work