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UFI's 2018 European Conference, held in Verona over the first week of May, was particularly exciting for Informa Exhibitions' Brazil team this year, as the event saw Informa Brazil awarded the prestigious UFI Marketing Award.
The UFI Marketing Award is one of UFI’s annual competitions that recognise and reward successful result-oriented initiatives in the exhibition industry. The theme of this year’s award was innovative formats and how they help to make successful events, with the winner needing to demonstrate best practice by successfully implementing an innovative exhibition format.
Lilian Burgardt, Head of Digital Products for Brazil and winner of this year's UFI Next Generation Leadership Grant, presented Informa Brazil's project to the UFI Marketing Committee in Verona, after which the jury collectively selected their entry as the winner.
The team are delighted with the win, with Lilian stating that it is “a great honour. We are grateful for the unique opportunity to present our vision to market leaders about how to integrate face-to-face and digital media, thereby supporting the evolution and transformation of the exhibitions industry. Personally, it is still a source of great pride to be part of a team of talented people who devote themselves, each day, to make this 360 strategy happen. UFI’s recognition also shows that Informa is on the right track by putting the audience (face-to-face and digital) first, implementing a cross-platform strategy in its B2B events for 365 days a year to connect brands and people.”
Elena Chetyrkina, UFI Marketing Committee Chair, commented on the winning project: “The winning entry shows the importance of using modern technologies and customer-oriented thinking. Informa Brazil has adopted a content marketing strategy for its trade shows that delivers real results in terms of lead generation and revenue streams. It demonstrates how valuable digital content strategy is and how the use of digital tools enhances the customer experience. Informa Brazil was rewarded for moving away from a purely square-metre sale approach and for also generating revenue by monetising the content and qualified audience. The winning entry shows how a sales department can successfully create and implement a digital transformation campaign inside a company to stimulate innovative thinking.”
A huge congratulations to all of the team in Brazil on an incredible accomplishment.