Challenge:
How can trade shows create that "buzz" of excitement that will convince qualified professionals in the city where the event is being held to attend the show? Likewise, how can an event reinforce or build its reputation among attendees as the leading show for the industry?

Solution:
The most effective way to create special awareness and excitement for the show once all the pre-show promotion is completed is to create an aggressive PR campaign targeted to local media. Articles in local newspapers, TV coverage on the show floor, radio show interviews and stories in local business magazines can generate great "buzz" for the show. They key is identifying good news angles and then pitching them to the media in the most effective manner.

Here are just a few examples of news angles and/pr special events that have gained our clients hundreds of TV interviews and news articles:

• Construction on the new offices of the local CBS TV affiliate in Chicago provided us with an opportunity to generate excellent coverage for the Welding Show/FabTech event. We arranged for welders from the trade show to come to the studios and provide demonstrations at the construction site
• Identifying the latest and most unique anti-aging and beauty tips at the Health & Beauty Expo in New York has generated extensive coverage on several local TV stations and radio stations, as well as generating articles in local newspapers
• Developing a story on the security threats of wireless computing generated significant TV coverage for the Satellite Show in Washington D.C.
• Revealing all the newest equipment and technologies available to help First Responders fight terrorists threats generated major TV, radio and newspaper coverage in the Los Angeles area for the Emergency Response show held in Long Beach
• Extensive promotion of several new energy saving trends and products has generated much TV, radio and newspaper coverage in Orlando, Chicago, Dallas, Anaheim, Philadelphia and Atlantic City
• Identifying little know technology trends and products has generated tremendous consumer media coverage worldwide for the Mac World Shows held in New York and San Francisco
• Arranging for Chicago's Mayor Daley to speak about Green Buildings at the Building Design Show resulted in a major feature story on National Public Radio

Results:
H+A has generated well over $1 million worth of publicity coverage for dozens of trade shows around world.

© H+A International, Inc. 2006