Why The W Exhibition 2021 Will Be Different H
ot on the heels of announcing its September (26 - 29) 2021 date
change, The W Exhibition organisers have reported over 75% of stands have sold for its showcase next year. The W Exhibition is the UK’s flagship event for
the furniture manufacturing and joinery industries and takes place at the NEC biennially. The date
change follows a period of unprecedented uncertainty globally. The new timeline provides stability for the whole market, with exhibitors now able to coordinate NPD cycles to coincide with the show, which will take place after Hannover’s LIGNA. And event director, Nickie West has announced a number of exciting changes that can be expected
from the event when it opens its doors at the NEC next year. She said: “There are some really exciting changes which are being developed behind the scenes as we strive to return with our best showcase yet. “The campaign for The W Exhibition 2021 will represent our biggest investment to-date which is why we have been so determined to move the event over to the right timeline to do all of this work justice. We want to deliver the best possible ROI for our exhibitors and visitors alike. “From a head office perspective, we have
created a new ‘Design & Build Division’ within Montgomery Group’s event portfolio. This has allowed us to expand our team, bring in new talent and draw on expertise from across the exhibition industry covering sales, marketing, PR and operations. “The campaign for The W Exhibition 2021 will represent our most comprehensive marketing campaign to-date. We are exploring and investing in new channels and tactics to help plug the gaps in our visitor audiences, as well as ensuring that we are targeting our campaign in the right way to deliver the right audience (and ROI) for our exhibitors. “We want the whole W Exhibition experience
to be slicker - from an exhibitor signing up to the show to a visitor walking through the doors and planning their next visit. We are also investing heavily in the face of the show, from its physical
10 BKU JUNE 2020
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