Background

CIBTM is the only meetings and events trade show officially endorsed by the Chinese central government and is the ultimate platform for the world’s leading suppliers and top level MICE industry buyers to meet and do business. But the MICE market in China is still maturing, and despite a leading position in the MICE industry globally, CIBTM has consistently sought to raise its brand recognition in the local market.

Solution

Since 2011, MSLGROUP China has been a key support for CIBTM organizer Reed Travel Expo. We increase CIBTM’s brand recognition and solidify its position in the China market by providing full public relations support.

• Organizing on-site press events;
• Pre-launch roadshow planning and execution support;
• Exclusive interviews;
• Editorial cooperation, especially with editors from Southern China publications;
• Ensuring solid coverage of the event by industry and non-industry media alike;
• Testimonial collection and analysis;

In 2014, MSLGROUP China began supporting CIBTM with digital and social media platform management, including both Sina Weibo and WeChat.

Results

MSLGROUP China’s support is driving business. 486 exhibitors and 374 hosted buyers attended CIBTM 2013, making 8,496 appointments; 91% of hosted buyers would recommend CIBTM to their business partners – another year of increasingly positive response since MSLGROUP China has begun supporting CIBTM. And over 150  media covered the event with over 300 pieces of coverage generated  nationwide, the third year of growth in coverage.