INTERNATIONAL EXPORTING EVENTS
➜ Continued from page 49
est with 22 exhibitors and, with the venue at capacity, many more on the waiting list. Heriot added: “Tis year we re-
searched, planned and executed an integrated content strategy that covered a three-month period of PR and online promotion through the OPITO news section, OPITO Twitter, OPITO LinkedIn profile including paid posts, OSCC LinkedIn group and live tweeting and re-tweeting from attendee accounts. We reached around 90,000 on social media.” Rising demand for corporate
events services as far afield as Singa- pore, Houston as well as Abu Dhabi has boosted revenues to record levels at the events division of BIG, one of the UK’s largest independent PR firms. Te OSCC event is also an ex- ample of how Scotland is exporting its event expertise. Aberdeen Exhibition and Confer- ence Centre’s (AECC) exhibition
team has continued to win new business this year with its off-site exhibition build service. Te team specialises in managing stand con- struction for clients worldwide who are attending popular industry and trade shows.
OVER THE PAST 12 months, a core team has travelled to build exhibi-
tion stands for more than 10 clients in various locations around Europe, the USA and South America. It was in Brazil in October for the Offshore Technology Conference and will be in Houston and San Antonio next year to build exhibition stands for a number of clients. Exporting goods and services is key to the future success of Scot-
The OSCC Exhibition
land’s economy. According to the International Trade and Investment Strategy, published in 2011 (a new version is imminent): “Scotland, within the global context, is a small market with relatively slow domestic growth forecast in the medium term. “Increased exploitation of inter-
national markets is critical to the acceleration of Scotland’s sustainable economic growth through increased international trade and attraction of further foreign investment.” A record £27.9bn worth of Scottish
goods and services were exported across the world in 2013, accord- ing to the most recent official data. It represented a rise of £1.9bn, or 7.2%, on the previous year. America remained the largest single mar- ket for Scottish exports, with an estimated £3.9bn of goods, followed by the Netherlands (£2bn), Ger- many (£1.9bn) and France (£1.8bn), according to figures in the Global Connections Survey published at the beginning of 2015.
38 | EVENTSBASE | WINTER 2015
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