Asian Aerospace delivers results in Hong Kong

Challenges
This exclusive trade-only show had to provide a productive platform with a pleasant
atmosphere. Reed needed to engage in extensive planning and targeting through multiple
channels, including face-to-face meetings, presentations and roadshows, to ensure the show
was what the market required.
It was important to attract the right kind of visitors in the right numbers from key major markets such as China and India, and emerging markets in Asia Pacific.

Execution
Reed Exhibitions attracted more than 500 exhibiting companies and over 11,000 trade visitors from 69 countries, with particularly strong representation by professionals from China and
Asia Pacific. More than 500 accredited media representatives covering the commercial aviation
and aerospace sector viewed the latest products and services at the four-day trade show.
AWE is located next to Hong Kong International Airport, so business aircraft were on display
at its business aviation centre.
Hong Kong residents shared in the excitement of the event when one of the airport exhibits,
the Airbus A380, did a citycentre flypast. Thousands came out on the streets to see the
world’s largest passenger aircraft and dramatic images of the 555-seat plane against a backdrop of the Hong Kong skyline were seen by millions of people all over the world.

Verdict
Boeing’s executive vice-president, sales, commercial airplanes, Larry S. Dickenson, says: “We have been pleasantly surprised by the show’s outcome. The facility is excellent and the critical mass of visitors is right, which has allowed us to engage with business contacts in a comfortable and productive manner.
“We have been able to make good contacts with our customers, such as Cathay Pacific,
and even with other Boeing subsidiaries participating in different sections of the show.”
Ruth Williams