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EBACE: Making the most of the show

Trade Show PR - 24th March 2022
EBACE: Making the most of the show

For one week each May, Geneva becomes the centre of business jets, technology and charter operations as it plays host to the European Business Aviation Convention & Exhibition (EBACE). EBACE is the biggest event of the year for the European business aviation industry and is invaluable for B2B relationship building.

Supporting our clients at trade events is an exciting part of our work at 8020 and EBACE is certainly a highlight among them. From lining up media relations in the weeks leading up to the event, to executing PR strategy with our boots on the ground, here is our approach to leveraging every opportunity to communicate our client’s messages.

Finding the narrative

For clients exhibiting at EBACE, it’s essential to have a comprehensive understanding of the options available within their sponsorship package. This opens doors to the types of speaking slots available including keynotes, presentations and industry panels. We liaise with the event organisers as soon as possible to learn what kinds of speaking possibilities are available in order to give our clients ample time to determine the best suited spokesperson and topics. In our experience, a great speaking topic always has an edge, a nuanced insight that only your company can provide.

When determining the right announcements to share at EBACE, it’s all about remembering what matters to your audience. For EBACE visitors, this can be a new product or service launch that makes a genuine difference for your customers, or an exciting acquisition that will expand your capabilities. If these types of announcements are not on the horizon for your company, an alternative strategy is saving up news in the months before the event or using your company’s data or unique position to comment on a wider industry trend. Ensuring these announcements are supported by high quality photos and headshots is critical for effectively telling your story.

Setting the stage

When it comes to making the most of EBACE, planning early is key. Journalists working on the show dailies typically begin preparing their pages three months in advance. Opportunities in pre-EBACE features and show dailies need to be identified as soon as possible. One of our priorities is to secure embargoed interviews with these publications ahead of their deadlines before moving on to arrange on-site interviews for clients at the event itself.

In the last few weeks ahead of EBACE, a targeted social media campaign builds momentum towards the event while highlighting your company’s key messages. This can begin with information about your booth – clear instructions for finding it, the key faces to look for and any available amenities like coffee, tea or snacks that invite people to linger. Social media content should also include details on any speaking sessions company members are engaged in. If possible, coordinating messaging with booth partners from other companies is a great way to widen your social audience.

Executing the strategy

During the fast pace of the show, our clients have packed schedules each day. Helping them get from point A to point B as quickly as possible helps to cut through the noise.

To help clients prepare for their on-site interviews, we provide written and in-person briefings to equip interviewees with the practice and confidence to express the messages they need to convey and handle any challenging questions.

EBACE provides a great setting for developing video content whether it’s filmed interviews, b-roll of visitors at your booth or showing the highlights of a new product demo. We review scripts for video dialogue and advise on which video formats can best achieve client objectives. Our in-house video team know what makes a good shot and have years of experience in efficient set-up for speedy execution so clients can get back to networking at the show.

Looking ahead

We can’t wait to see the latest aviation tech and business aircraft lining the halls of the show this May, and we are looking forward to supporting our clients in the middle of all the action at EBACE! See you there!

Jane Lindsay