"Motionlab have been a key partner in the success of the FIT Show from the concept back in 2013 to the most successful event in 2019. Their ability to understand the demands of an exhibition organiser and their passion to make the event a success is unparalleled. They have the skills to create a campaign and creative execution that disrupts the usual exhibition narrative and engages exhibitors and visitors. The comfort in having an agency that can sort every element of creative and marketing across the entire ecosystem of a show is a very unique thing!"
Nickie West — Director : Fit Show / MD : Montgomery Build Division
Motionlab has been the 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, 2017 and 2019.
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.
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 every FIT Show eclipsed the previous show.
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.
The FIT Show 2019 was the most successful year yet with over 12,000 visitors and exhibitors across 3 halls at the NEC.
unique visitors to the show
increase in website visits year-on-year
‘Installation of the Year’ entrants
posts using the #MrMrsFIT hashtag
pageviews of Exhibitor Activities page
people viewed marketing activity