DBA worked with the organizers of a renowned national exhibition to develop a strategy for attracting the attendance of three niche segments in China: students, charter schools, and private and public sector industry professionals.
To that end, DBA set out a comprehensive framework of initiatives for converting Chinese passengers in transit into exhibition attendees. DBA team’s framework incorporated stakeholder engagement, pre-identified channels of communication, tailored messaging for each segment, and outreach to travel companies to help improve their value-add for Chinese travelers.
Each strand of the framework was well-received and then implemented by the client. Positively, the exhibition met its internal target for Chinese and other international attendees.