During the 92nd UFI Global Congress in Hong Kong – the most important event of the exhibition industry worldwide – the spotlight fell on… Poland! The President of the Management Board of Targi w Krakowie, Ewa Woch, and the Vice-President, Paweł Nikliński, collected the UFI Marketing Award, the most important distinction in the global exhibition industry. It is the first award in history from UFI – The Global Association of the Exhibition Industry for a Polish company, which gives this success an exceptional dimension.
The campaign that inspired the industry
The jury recognised the marketing campaign for the jubilee 30th edition of Międzynarodowe Targi Stomatologiczne KRAKDENT® – a key event for the dental industry in Europe. The theme of this year's edition of the competition was NextGenConnect: Marketing strategies to engage the Next Generations in exhibitions, and the Targi w Krakowie campaign proved to be a model response to that challenge.
The project's success was built on storytelling, which gave the campaign its momentum. Video marketing also played an important role – emotional, engaging and particularly appealing to younger audiences. Cooperation with influencers increased the campaign's reach, while wide-ranging activities to activate the community – both online and during the event itself – meant that participants could genuinely co-create the jubilee edition. Another key element was the use of Kraków's unique character, which gave the communication a unique character and a strong grounding in the local DNA.
This combination produced an effect that the whole industry noticed – a coherent, multidimensional campaign that perfectly answered the needs of the new generation of visitors.
A Polish campaign on the world stage
During the Insights Series – Ideas in Action: Marketing session, President Ewa Woch presented the winning project to an international audience. The reactions confirmed that it is precisely this approach that is becoming the direction of development for contemporary trade fair events – more open, engaging and focused on the needs of visitors from different generations. The Targi w Krakowie presentation showed how a well-thought-out marketing strategy can genuinely change the face of trade fair events and build a competitive advantage. It is also a signal to the industry that Polish events not only follow global trends, but are able to create them.
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