The International Dental Trade Fair KRAKDENT®, organised by Targi w Krakowie, has won the prestigious 2025 UFI Marketing Award, presented by UFI – The Global Association of the Exhibition Industry. The jury recognised the KRAKDENT® campaign as the most effective and the best tailored to the young generation of trade fair participants.
This year’s edition of the competition was held under the theme “NextGenConnect: Marketing Strategies to Engage Younger Generations”. Its aim was to recognise innovative promotional activities that effectively attract, engage and inspire Millennials, Gen Z and Gen Alpha to take part in trade fair events. Another important aspect was to showcase tools that will help keep trade fairs relevant in the future.
- anniversary edition of the International Dental Trade Fair KRAKDENT® fitted the competition theme perfectly. This demanding, specialist event – aimed at dentists, dental technicians, and dental hygienists and assistants – clearly focused on young professionals this time.
The key to success proved to be a well-thought-out, long-term marketing strategy. It was based on modern forms of communication – storytelling, video marketing and a strong social media presence. Thanks to a fresh narrative and consistent activities, it was possible to establish an authentic dialogue with the younger generation and build a lasting relationship with the brand.
“The UFI Marketing Award 2025 is a tremendous honour for us and an exceptional recognition of our work. We are moved, all the more so because this is the first such recognition for a company from Poland,” says Ewa Woch, President of the Management Board of Targi w Krakowie. “As a private company operating on the events market, we face different challenges from large public institutions. We are therefore all the more pleased that the jury appreciated our creativity, innovation and well-thought-out strategy. This award opens up new international opportunities for us.”
Alongside Targi w Krakowie, the competition’s final shortlist also included AsiaWorld-Expo from Hong Kong and Targi Kielce S.A.
Winning the competition places Targi w Krakowie among the leaders of the global exhibition market. The award-winning campaign will be presented at the UFI Global Congress, which will take place in Hong Kong in November 2025.
More information about the competition: ufi.org/award/the-2025-ufi-marketing-award
The next edition of the International Dental Trade Fair KRAKDENT® will take place on 16–18 April 2026 at the EXPO Kraków International Exhibition and Convention Centre.