Autumn Fair is the UK's flagship exhibition for home and gifts, with more than 1,300 exhibitors and 23,000 visitors. The Events marketing team's challenge was to move away from the traditional and, sometimes, bland approach to some of the brand videos shot on-site in the past and instead their aim was to go for a more disruptive, ambitious approach to video production with a relatable, story-telling approach that gives the viewer an insight into Autumn Fair through the eyes of our exhibitors and visitors focusing on their 3 key pillars of PEOPLE, PRODUCT and EVENT.
They approached mhf to create a video content campaign that raised awareness of the event to an audience of potential visitors, promoting various businesses that would be attending as well as video content that would engage and encourage more businesses to exhibit at future events.
This video showcases why visitors come to Autumn and Spring Fair.
We made a video campaign series that tells the story of Autumn Fair. We captured footage of the event, the stories of the exhibitors and the visitors, showing how the show is changing through a new tone of voice. We also filmed an off site video campaign that focused on going in depth “Behind The Brands” where we went to the location of each individual business and filmed them in their natural surroundings to get an authentic feel for who they are as people, why they do what they do, their USP and why they choose to exhibit at Autumn Fair and most importantly the impact this has made on their business and sales.
Our aim of the video campaign was to show the buzz and excitement of the event and the compelling human stories of the people that come to buy at the event and those that trade there. We wanted to show this as an event to make and build lasting business relationships and inspire people to visit or exhibit at future Autumn/Spring Fairs.
To promote their exciting new Jewellery & Watch offering, we went behind the brand of one of the exhibitors, Lukas Caspar, to give an insight of what to expect at the Autumn Fair event.
We made a series of exhibitor and buyer testimonials of brands and businesses that have successfully exhibited and bought stock at Autumn Fair. We went Behind the Brand either pre-event or post show and spoke to the real people who own or run the business, understanding more about who they are and what their brand is about, getting them to reflect why they choose to exhibit at Autumn and Spring Fair.
It was important that the video content showed the connection that buyers and exhibitors have with the show. How it relates to their everyday life, how it functions as a meeting point, bringing people, products and business together, showing how Autumn Fair makes their market.
Behind the Brands - Hill Interiors
Behind the Brands - Honey Bee
Behind the Brands - Wraptious
The content was a resounding success for Autumn Fair, helping them drive visitor numbers, online engagement, exhibitor and event sales. The video content got a combined 30K views on Facebook alone following the release.