VINEXPO is the world’s biggest strictly trade only wines and spirits exhibition which is held in Bordeaux on odd years and in Asia on even years since it returned to Hong Kong in 2006 after a six year hiatus, to capitalize on the vast and fast-growing China market and the strategic position of Hong Kong as the gateway to this untapped market.
GHC Asia has been working with VINEXPO Asia-Pacific since 2006, having coordinated successful PR campaigns for five successive Hong Kong expos in 2006, 2008, 2010, 2012 and 2014, and also worked on VINEXPO Bordeaux 2009, 2011 and 2013, to raise its profile within the important Asian markets.
The region’s premier wine & spirits trade expo returned to Hong Kong in 2014 from May 27 - May 29. The show was the largest to date occupying over 50% more floor space at the HKCEC and welcoming 1,300 exhibitors from 34 countries will display their products before 17,000 visitors.
Planning & Execution
Each year GHC Asia supports VINEXPO with an effective pre-show PR campaign which includes large scale press conferences in Beijing, Shanghai and Hong Kong, as well as an extensive programme of one-on-one interviews for the Chairman and CEO in all three cities. GHC Asia also focuses on an integrated communications strategy including social media, to build awareness in the online space and therefore encourage an increase in exhibitors, visitors and media registering to attend on the VINEXPO website from Asia.
Regular news releases in the run up to the show, updating the media on progress with exhibitors, the Vinexpo Academy and other key topics, as well as accrediting media requests to attend the show, help us to sustain interest and anticipation for this important trade event in Hong Kong and Bordeaux.
At VINEXPO Asia Pacific, GHC Asia provides at team of up to 12 to operate a media centre for up to 500 local and international media, as well as well coordinate grand opening and closing press conferences.
Creative Rationale:
GHC Asia worked closely with VINEXPO and celebrity, Zhao Wei to secure a group media interview.
GHC Asia ran social media campaigns through Facebook and Weibo to support VINEXPO Asia-Pacific and its engagement levels. “Name This Cocktail”, a Facebook campaign where participants were asked to share the photo and add their suggested name for the cocktail. The best answer was adopted and top three winners won a cocktail set. “Your Voice at the China Wine Forum” was a Weibo campaign where participants were invited to share questions to the panelists at VINEXPO by sharing their posts. VINEXPO selected one question and voiced these during the forum. Selected participants also won a prize.
Effectiveness / Results
For Vinexpo Asia-Pacific 2014, GHC Asia secured 4 pre-event press conferences in Beijing, Shanghai, Hong Kong and Guangzhou, with the attendance of 215 journalists, 2 on-site press conferences (opening & closing), 32 interviews for the CEO and Chairman of VINEXPO, 1,435 editorial inclusions, 500 media hosted in press centers over the three days, and a total estimated EAV of 3,616,136 in USD. Also, we successfully increased awareness of the show to more followers, and engaged them with our highlighted messages on Facebook and Weibo. There were over 600 public mentions through social media about VINEXPO through, including Cathay Pacific Airways, China Daily USA, World Sommelier Academy and many more.