Getting a foothold in Europe
The background
- The WSA Show is the largest and most comprehensive footwear event in the world, held twice yearly in Las Vegas
The need
- Seen traditionally as a domestic show, with little awareness of the event outside of the US, in 2006 the new show organisers wanted to appeal to an international audience attracting more visitors from overseas – especially throughout Europe
The solution
- Media relationships were formed across five target territories. Personbriefings with the new organisers were arranged and media delegations were taken out to show
The result
- Widespread coverage throughout Europe, especially in the target territories. Energy PR has continued to work with WSA, building on these strong media relationships with editors who now expect regular news and information about the show. The WSA Show is now seen as the main competitor to Europe's leading event and as an authority on the US footwear marketplace. International attendance is rising show on show.