Commercial Kitchen show shortlisted for top marketing award

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Commercial Kitchen’s launch show last year has been nominated for a marketing award.

Following its launch last year, the Commercial Kitchen show, organised by Diversified Communications UK, has been named as a finalist in the Exhibition News Awards 2017.

The event is up for ‘Best Trade Show Marketing Campaign’ – the first Diversified UK launch to be shortlisted in this category.

The annual EN Awards recognises achievements by organisers, venues, suppliers and contractors across the exhibitions industry. This year’s winners are to be announced at a dedicated awards ceremony at ICC Capital Hall at ExCeL London on 30 March.

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Commercial Kitchen attracted over 1,700 attendees to its first edition at the NEC Birmingham last June, including many of the biggest catering equipment purchasers and specifiers from across the foodservice sector. Over 50% of exhibitors rebooked stands before the end of the show, and 85% of visitors said that they planned to attend again in 2017.

The exhibition’s award submission to the EN Awards was backed by testimonials from exhibitors like Unox UK’s marketing and media manager Kate Brooman, who said: “Commercial Kitchen is exactly the kind of show our industry needed. With the focus being purely on catering equipment it attracted high quality visitors and we found it to be extremely successful.”

While Regale Microwave Ovens’ MD Patrick Bray added: “At long last a trade show where the right companies are exhibiting and the right people are attending – really great.”

Furthermore, Hoshizaki UK’s UK and Ireland director Steve Loughton commented: “Diversified’s marketing pre- and then around the show, was first class.”

Commercial Kitchen’s marketing manager Nina Jones said: “As a launch event, we knew that attracting the right quality of visitor to Commercial Kitchen was key to the show’s success. We had a strong concept that was born directly out of a need from the industry, but creating awareness of that event and getting the right visitors and exhibitors to attend took a lot of research, planning and implementation.

“And it paid off! Our highly-targeted marketing campaign, alongside the support of key industry associations and publications, attracted a quality senior buyer audience, with 36% of visitors responsible for an annual spend in excess of £500,000, and 10% of these over £5m.

“Feedback from exhibitors and visitors following the show has been phenomenal, and we’re excited to build on this for the show’s second edition on 6-7 June. The fact that we do everything in-house – from marketing, design and PR – makes this nomination a fantastic achievement.”

Commercial Kitchen’s group event director Chris Brazier added: “We’re delighted to be shortlisted for the prestigious ‘Best Marketing Campaign’ at the EN awards.

“Launch shows can be tricky but with our tireless marketing team working in partnership with the industry, together, they created a supremely-targeted campaign for Commercial Kitchen – the only annual show completely dedicated to commercial kitchen equipment and the decision makers that buy it. Huge thanks must go to CEDA and all our association partners, media partners, visitors, and our innovative exhibitors that played such a huge part in the success of the launch.”

Commercial Kitchen returns to the NEC Birmingham on 6-7 June. Show features include a free 2-day seminar programme, the Innovation Challenge Awards, and CEDA Design Gallery.

Tags : awardcommercial kitchenexhibitiontrade show
Clare Nicholls

The author Clare Nicholls

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