For the fifteenth consecutive year Ge.Fi. – Gestione Fiere S.p.A. confirms Acqua Group as communication partner and closes Artigiano in Fiera, the largest international exhibition of artisanship, with record visitor numbers.
The communication campaign conceived and planned by Acqua Group, launched in July in its digital version on Facebook and Instagram channels, has also moved off-line since September. As last year, the traditional media focused on Milan and numerous types of transport to guarantee widespread coverage of the city’s territory, and the Lombardy-Piemonte-Emilia Romagna-Switzerland macro-area, for extra-regional and extra-national coverage to inform users about the ease of reaching the fair, particularly via train.
In digital terms, the great pre-fair communication effort and the usual live coverage during the 9 days of the event, on which a dedicated team of 5 people worked, gave rise to more than 400 contributions via Facebook posts, Instagram posts, Instagram stories and for the first time an experiment on TikTok. This volume of activity gave total reach levels of almost 50 million users, over 60 million views and over 5.5 million interactions.
“Pleased to meet you” was the communication concept conceived by Acqua Group to create a strong sense of belonging and community between Artigiano in Fiera and its visitors, their tastes and desires, to transform a relationship limited to the moment of the event (Artigiano in Fiera takes place from 30th November to 8th December) into a continuous relationship (the one with Artimondo, the official e-commerce platform born from the experience of Artigiano in Fiera – The campaign was also tasked to communicate an important novelty, namely the new modality for visitors to Artigiano in Fiera: entry remains free, and from this year visitors must obtain a pass, easily done via website or the new app, so everyone is guaranteed a totally safe visit experience.