Foodex Meatex is trying to attract the right visitors to its 2004 show by transporting them 20 years into the future with a futuristic campaign.
To create interest among industry newcomers and new sectors, a newsletter from 2023 has a selection of tongue-in-cheek stories of what may be happening in the food industry in 20 years' time. However, the text also serves to deliver underlying key messages about the 2004 show, reinforcing that the show provides a look into the future.
Foodex Meatex chief executive Steve Bax, said: “The success of any show relies on getting the right visitors there. Foodex Meatex expends much time and effort on this, and the number and calibre of visitors at the 2002 show ñ where over 70 per cent of the 19,500 attendees were at management level or above ñ is testament to this.”
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