The first Special Edition of VIV Europe will take
place this year from 27-29 May in Moscow.
The organisers, VNU Exhibitions and Asti Group, are welcoming an exhibitor
field of 300 international, regional and local companies from 32 countries. The
visitor promotion campaign is based on the same three layers.
â€œOur visitor promotion campaign is witnessing an early launch. It is
important to explain thoroughly that this Special Edition has a different scope
than the Utrecht-edition, and brings visitors the best of both worlds:
international suppliers combined with regional and local suppliers, offering the
latest from and for Eastern Europe,â€ says project manager Ruwan Berculo.
The campaign includes e-mail direct marketing, direct marketing,
advertisements and webvertisements. â€œOur main target groups are key decision
makers in poultry, pigs and meat processing sectors. For EDM and DM purposes we
use our highly qualified VIV worldwide database from where we make our
selections. In order to enrich our own data, we also purchase extra databases. A
specific campaign, containing direct marketing and advertisements, is set up in
the Middle East. Furthermore, we will approach branch organisations and
associations to get their support in forwarding promotional information to their
members. Our advertisement campaign is also widespread. We co-operate with quite
a number of trade magazines in order to inform their readers - who of course are
our target groups,â€ says Berculo.
"For regional marketing, we will co-operate with the specialised agency
Rusproject. This Netherlands-based agency is extremely experienced in operating
in Russian-language countries such as Ukraine, the Baltics, Belarus and
Kazakhstan. Inside Russia, they focus on the main agro production and
consumption regions. We have asked them to target the high-end producers and
buyers by not only inviting them by direct mail, but also by approaching them
personally by telephone,â€ he continues.
The local Russian visitor promotion campaign is directed by the Asti Group
marketeers. â€œTheir expertise, association-based network and strong media
relations have shown their value over three previous VIV Russia trade shows,
attracting key buyers. The fact that VIV Europe comes to Moscow has an even
stronger appeal to Russian decision makers,â€ elaborates Berculo.
Reed Business will officially publish the VIV Europe 2008 Moscow Exhibition
Magazine. It will be the only commercial publication containing the floor plan,
exhibitor list, conference information, travel & stay information and
advertisements of Russian and International exhibitors. This Exhibition magazine
will be published in both the Russian and English language.