The Challenge


The IFFS board was unhappy with the pace of change.  Visitorship continued to drop, partly due to increased competition from other fairs. The board wanted to accelerate the implementation of the business innovation strategy which NBDA had helped to develop earlier.

To provide a full suite of business innovation solutions, NBDA partnered with Nextofkin Creatives (NOK) and Wingz Communications on a second project which looked into areas including brand strategy, touchpoints, exhibition layout, and visitor flow. The team worked closely with exhibitors and buyers to further build the ultimate fair experience. First results were clearly visible in 2016 and team NBDA continues its support in making IFFS 2017 an even bigger success.

Services Provided

  • Buyer & exhibitor research
  • Brand DNA & Positioning
  • Fair lay-out approach & zoning
  • Brand communication strategy
  • Touch points approach
  • Web design
  • Core themes
  • Fair visitor surveys
  • Focus group moderation