Clarion Gaming – a division of Clarion Events – is a B2B media company specialising in sports betting and iGaming. One of its key tradeshows is iGB Live! Amsterdam.
For the event's first proper return after COVID, Clarion wanted to make the event something to talk about and attract a bigger audience than ever before. So it enlisted Receptional to help.
Clarion had three objectives:
1. A neon-themed creative concept
This appealed to the event's youthful demographic, reflected its Amsterdam location and provided a rallying cry to get the industry back together. It was deployed across the website, digital assets and at the event itself.
2. A paid media campaign
This spanned all of Google Ads' campaign types, LinkedIn Ads and Facebook Ads. It was focussed on the six weeks before the event, to maximise the returns from Clarion's minimal budget.
3. A lead magnet
We repurposed content from igamingbusiness.com into a lead magnet, offering another call-to-action – not just “Register for the event” – and enabling remarketing to attendees, to retain them for the longer term.
Receptional helped iGB Live! Amsterdam hit a new attendance high – a 7% increase on its pre-pandemic record, with 27% of attendees directly attributable to paid media.
The campaign also added hundreds of eBook leads to Clarion’s CRM, so that they can be retargeted for future events.
The success of the campaign means that Clarion has chosen to partner with Receptional again for at least three further events in 2023.
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