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How IAAPA increased video views 267% and grew engagement 113% with captivating content

Posted by: CNTV

The Challenge

The attractions industry is fun and vibrant, but IAAPA’s signature Expo event was falling flat in its digital event delivery. For their upcoming show, the global association for the attractions industry sought a way to convey the energy and excitement of Expo’s unique experience to both in-person and online audiences, build more buzz, and drive attendance for their biggest event of the year.

The Solution

For IAAPA Expo 2019, the association used the power of CNTV’s digital storytelling expertise, content creation and session production services to supercharge their event. Along with record-breaking attendance numbers, Expo’s opening session was the highest performing video of the year. Total video views for the show skyrocketed 267% and social engagement grew 113%.

About IAAPA

IAAPA is the global association for the attractions industry. Annually their events and conferences welcome more than 60k attendees worldwide.

Membership

6,000+

Service Used

Content Creation & Session Production

Exhilarating experiences are a hallmark of the attractions industry. Since 1918, the International Association of Amusement Parks and Attractions has been committed to helping its members deliver safe, meaningful, and memorable experiences to their guests.

Each year, IAAPA provides members with access to helpful resources, relevant training, and exciting events designed to drive connections and solidify the long-term health of the attractions industry. The biggest of these annual events is IAAPA Expo. Each November, more than 40,000 attendees converge in Orlando, FL for the industry’s signature show.

The association has tried a variety of tactics to promote Expo in the past – email, social media, and even print advertising. Despite successful turnouts, something was missing: These efforts failed to capture the excitement, energy and massive scale of the incredible multi-day event.

IAAPA selected CNTV as an all-in-one, content creation solution to help bring Expo to life.

Video Views

+267%

Engagement

+113%

Email Open Rate

+18%

Capture attention, and keep it, with engaging content

CNTV used video production expertise, best-in-class event promotion, and deep industry experience to supercharge IAAPA’s efforts and move confidently toward achieving their goal of making Expo 2019 the biggest and most successful yet. Collaboration every step of the way was key, as CNTV captured content and turned it around quickly, helping build buzz and drive registrations.

“From the very beginning, the CNTV team became an extension of our own team. They asked the right questions to ensure they not only understood our event, but our brand, so they could help us tell the right stories.”

– MEGAN SAAD, DIRECTOR OF MARKETING, IAAPA

During the event, IAAPA-TV produced by CNTV provided one-of-a-kind event coverage from the show floor with daily recaps, interviews, sponsor segments, and more. Highlights from Expo even made their way to guest rooms at the host hotel, creating an immersive 365 experience and surprising show attendees.

The Results:

  • The opening session live stream was the most-watched, highest performing content all year.
  • Total video views for the event skyrocketed 267%, while engagement was up 113% on social media channels.
  • Average email open rates for messages containing CNTV-produced video content performed 18% above organization benchmarks.

Expo 2019 was a record-breaking show with the most attendees ever for the event – 42,200 registered attendees, 27,900 qualified buyers and 1,146 exhibitors.

What’s next?

With 2020 came new, exciting collaborations. IAAPA has turned to CNTV for production support on two virtual events, IAAPA Expo Asia and IAAPA Expo: Virtual Education Conference, which replaced the live US-based show in Orlando, FL.

IAAPA’s marketing director, Megan Saad, spoke excitedly about the opportunity to build upon the successful partnership. “This year, the events industry completely changed. The CNTV team was with us every step of the way,” says Saad.

IAAPA Expo Virtual Education Conference 2020 produced by CNTV.

Highlighting the move to virtual and hybrid events, the team at IAAPA expressed both confidence and optimism in how the relationship transitioned to support enhanced online experiences and year-round member communication and engagement.“Now, our partnership revolves around digital events,” says Saad. “From keeping participants informed of event changes, capturing executive statements, and even creating a completely virtual opening session – CNTV has helped us ensure we remain innovative and continue to provide the same quality experience online that in-person IAAPA events are known for.”

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