SHANGHAI – IT&CM CHINA 2013 – REPORT: The daily video reports were hosted on youku, China’s version of YouTube, making them instantly accessible to both the Chinese and global markets via the IT&CM China website and daily e-newsletters.
SHANGHAI – IT&CM CHINA 2013 – REPORT: Pioneering travel and meetings exhibition IT&CM China last week treated its visitors, exhibitors and the sector at large to daily video reports featuring key insight from the show, which took place in Shanghai from 17-19 April.
Presented, shot and edited each day by global content marketing agency three-sixty, this was a first for a trade show in Asia, not only adding value to the visitor and exhibitor experience, but also extending the reach of the show and promoting it globally. The daily video reports were hosted on youku, China’s version of YouTube, making them instantly accessible to both the Chinese and global markets via the IT&CM China website and daily e-newsletters.
“As the leading Asia-pacific exhibition organiser, we are always looking to improve both the visitor and exhibitor experience,” said Darren Ng, managing director of TTG Asia Media. “We all know that online video is globally accessible and three-sixty’s video daily service is a great way to showcase IT&CM China and the value it offers by delivering key industry knowledge, great networking and excellent business development opportunities.”
Commenting on the service his agency delivered, three-sixty’s Ian Whiteling, who was on the ground in Shanghai presenting, shooting and editing the video content, said: “It was a fantastic experience to get under the skin of the show and the Chinese travel and meetings marketplace and deliver real insight into the national market and the effects it will have on the global industry. It shows the real value these events can deliver by bringing the industry together in one place to network, learn and do some serious business, and for the first time in Asia we were able to tap into the buzz and insight on the ground and pump it out globally, which was really exciting.”
Three-sixty delivered 22 videos over the course of IT&CM China. These videos gave the organisers not only a daily stream of engaging content, but also a pool of additional content with which to engage their community after the event and to promote the next show.
Three-sixty’s pioneering video daily offering was launched this year, making its debut at the Gulf Incentive Business Travel and Meetings show in Abu Dhabi in March. Here three-sixty delivered 29 videos for the show, which have received well over 1,000 views on YouTube, further elevating the profile of the event.
“The travel and meetings sector has really woken up to the potential of our video daily service, which essentially allows organisers to run a web channel alongside their events to maximise engagement with their audience at the show and beyond,” said Whiteling. “We’re looking forward to spreading the service to shows in other sectors, which currently tend to produce purely sales-oriented videos rather than the journalistically led content we produce, which is not only more engaging, but has great sponsorship potential and generates far more loyalty due to the value it adds to stakeholders.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
