TYPE: Association management and consulting | DESTINATION: Amsterdam, The Netherlands
Car Wash Show Europe returned to Amsterdam after its first successful edition, bringing together the world's most distinct car wash audience and Europe's broadest selection of industry products and services. With the intention to provide visitors with the knowledge to take their carwash business forward, an increase of 20% in the number of participants was achieved.
One of the features of the 2017 Car Wash Show Europe was the Innovation Centre - a dedicated space where exhibitors showcased their most pioneering products. One manufacturer was later on awarded with the Innovation Award.
MCI re-invented the trade show registration area and the trade show floor and created a totally new registration system especially for this event. Similarly, the growth in participants was achieved with a global online and offline marketing and communications campaign which was expanded over the course of 16 months prior to the event.
The campaign was linked with a hands-on sales strategy and active sales, which led to the increase in visitors and a larger exhibition area than in 2015.Download PDF