Introduction.
PPMA Show® is the leading industry showcase for processing and packaging, where hundreds of exhibitors come together to help push the industry forward as one. De Bono Marketing Communications was brought in to increase visitor registrations, attract new attendees and maximise exhibitor value through an omnichannel marketing campaign. The goal? Make the show unmissable to a wider audience. The results? Massive, quite literally.
Challenge.
With such a wealth of innovation on display, alongside rewarding networking opportunities, the PPMA Show ® is a must-visit event for exhibitors and visitors alike. However, as an annual event, the creative challenge was making sure people saw the value in attending every year without fail.
Our task was to develop something visually striking that would create a real sense of FOMO and position the show as truly unmissable. Then bring this visual to life across an extensive range of touchpoints that is both consistent and compelling in equal measure.
Solution.
Our team embraced the creative challenge and developed a campaign that would deliver serious growth for the UK’s biggest processing and packaging show:
1. Campaign strategy:
Our strategy centred on the smart use of budget to increase attendance and attract relevant audiences during a period of economic challenge. Communications targeted in-market buyers and new, high-value audiences to maximise exhibitor value. The objective was clear: to drive attendance to the largest processing and packaging machinery show for qualified decision-makers actively seeking automation and related technology solutions.
3. Visitor acquisition:
While a key goal was to expand to new prospects, re-engaging with previous show visitors would also be essential in achieving record registrations and attendance figures. With this in mind, our communications supported the positioning of speakers and exhibitors as sector experts, driving interest and confidence among buyers and influencers. This was further enhanced by additional resources such as our online matchmaking tool.
2. Creative and content development:
Pen and paper in hand, our team created a number of creative options which were presented to the client. One stood out above the others. As the ‘biggest’ processing and packaging machinery show, the concept was to communicate the benefits and sheer scale of the event by depicting huge, oversized machinery images and typography placed in urban landscapes. The end result was both impossible to ignore and matched the client’s ambition to make the show truly epic in every sense.
4. Event marketing:
Running over a focused 15-week period, it was essential the campaign had longevity, which is why PR, social media, email marketing and a campaign website were all developed. Best-practice SEO and website optimisation were also used to ensure no visitors were lost along the way. Through a strategic mix of organic and paid media, we were also able to deliver measurable results within a shorter timeframe than previous campaigns.
Gallery.
Results.
9,435
registrations
4.8 million
campaign impressions driving highest- ever interest in the event.
6,346
attendees
£71k
PR coverage further created a sense of FOMO for those not attending the show.
+74%
new visitors resulting in thousands of prospects sharing insights and opportunities
80,000+
targeted prospects reached across multiple touchpoints.
500k+
organic search impressions
24,900
organic clicks
Conclusion.
The ‘UK’S BIGGEST SHOW’ campaign helped PPMA Show® UK surpass previous events in both registrations and attendance, while maintaining a strong focus on visitor quality and exhibitor value. Our end-to-end strategic approach also ensured results were achieved on budget within a tight timeframe.
What did our client say...
The quality of work is consistently exceptional, and what impresses me most is the speed at which it's delivered without ever compromising on standards. They're always focused on achieving the right results, and they have the capability to manage the high volume of work we require while maintaining outstanding quality throughout.
Their customer service is second to none. The team is responsive, proactive, and genuinely invested in our success, which gives me complete confidence that everything is in safe hands. That level of reliability provides real peace of mind, knowing they'll deliver exactly what's needed, when it's needed.
Most importantly, their quality, responsiveness, and consistency translate into measurable results that support our organisational objectives. The success of our 2025 show, which went on to win an industry award, is a great example of what can be achieved through this partnership. They're a trusted, high-performing partner who continually helps us achieve the outcomes we're striving for.
Ariel Wynn, Marketing Lead, Schubert UK