Reed Exhibitions SA, South Africa's leading organiser of business-to-business exhibitions, has embarked on a concerted campaign to attract more African visitors to its shows.
Currently managing a portfolio of 21 high profile exhibitions encompassing the industrial, IT and communications, hospitality and marketing sectors, one of Reed's objectives is to substantially grow the number of visitors from African countries to certain of their exhibitions.
"On average, 1000 African visitors attend our shows annually. We wish to increase these volumes to 2000," says Lynn Chamier, general manager of Reed Exhibitions. Exhibitions which have been earmarked for African promotion include Hostex, Securex, Computer Faire, Afriwater/Afribuild and Blue IQ Smart Industry Expo, all to be held at Sandton Convention Centre this year.
In order to capitalise on this burgeoning market and achieve a higher African visitor attendance, Reed have formed a strategic partnership with International Trade Projects, a company highly skilled in bringing African visitors to exhibitions hosted in South Africa, as well as 5 Star Tours which specialises in bringing groups of African business executives to South Africa.
Key components of the campaign include a media communications/public relations plan, travel packages and key company liaison. 6000 mailers for example have been distributed to countries such as Zambia, Mozambique, Malawi, Zimbabwe, and Swaziland.
"We believe this is a great opportunity to expose South Africa's products and services to a market which has not been widely explored and are confident that this new initiative will result in more African visitors to our shows," concludes Chamier.
For more information contact Reed Exhibitions SA, 011 886 3734.
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