Amusement Trades Exhibition International
ATEI Broadens International Scope

The Amusement Trades Exhibition International (ATEI) is aiming to strengthen its position as the leading show for the global amusements sector with arguably the biggest marketing campaign ever conducted anywhere in the coin-op world.

Visitor promotion for the 2005 show (25-27 January, Earls Court Exhibition Centre, London) comprises around 100 single advertisements appearing in 12 languages across no fewer than 36 coin-op industry publications. In excess of 200,000 pieces of promotional print will be deployed as direct mail, magazine inserts and via the show's exhibitors (circa 300). The campaign is being supported by an on-going media relations programme which includes the publication of regular stories and features syndicated worldwide in up to nine languages. A number of new online marketing initiatives are also being introduced, along with an advocate programme that will see a number of trade bodies and high-profile opinion-formers assist in ATEI promotion.

ATEI's Head of Marketing, John Fenna

“ATEI as a brand now has instant recognition in virtually every corner of the coin-op world. Any industry professional in this business will either have visited the show themselves, know someone else who's been or have seen or heard reports on it,” explained ATEI's Head of Marketing, John Fenna. “The feedback we receive and the strong degree of loyalty shown by buyers who return year-on-year suggest that visitors leave ATEI feeling better than when they arrived.

“The advertising theme of the 2005 show's campaign is very straightforward,” continued Fenna. “Rather than try to argue all the benefits of attending, of which most people are already aware, we're just saying `Click' (to apply for a free entry badge online) and `Relax', safe in the knowledge that they're going to part of the most important event in the global industry calendar.”