FIA Lisboa is the largest multicultural trade fair in the Iberian Peninsula and the second largest in Europe. Organized by the AIP Foundation, FIA 2018 took place at the LISBON EXHIBITION AND CONGRESS CENTRE (FIL) between June 23rd and July 1st. With 31 years of existence, the event establishes itself as the prime setting for the promotion of the identity and development of national and international territories, both economically, culturally and in terms of tourism.
With the challenge of increasing the number of exhibitors and rejuvenating the visiting public, the AIP Foundation selected Global Press to develop a strategy involving Media Relations, Public Relations, Influence Marketing and Events.
We developed a strategy focused on repositioning FIA, giving it a more contemporary and attractive image, which would allow it to attract not only new exhibitors but new audiences. The concept was based on ‘Cultural Heritage in Contemporary Design’, bringing endorsers of national relevance to FIA 2018’s message.
In order to respond to the commercial challenge of increasing the number of exhibitors, Global Press developed, in the first phase, institutional communication with in-depth interviews in the press and television.
To bring the public closer to the FIA universe, we developed an initiative in partnership with Joana Vasconcelos, Filipe Faísca and Nuno Gama. A month before the opening of the Trade Fair, the three artists got together at Joana Vasconcelos’ studio, in Lisbon, for the first FIA TALKS. A prestigious round table, open to the public, which intended to discuss the “Cultural heritage in contemporary design” and to anticipate the International Handicraft Fair. The media impact of this initiative was extended throughout the fair with the installation of a permanent exhibition by the three artists.
Within the scope of Influence Marketing we have developed partnerships with the food writer PAULA BOLLINGER and the designer NUNO MATOS CABRAL. During the 9 days of the fair, gastronomy workshops and a design studio were installed in the middle of the pavilion.
More than 70.000 people visited the exhibition at Pavilion 2, ‘The Cultural Heritage in Contemporary Design’ – by Joana Vasconcelos, Filipe Faísca and Nuno Gama, and more than 50.000 people experienced Berber culture in the Morocco pavilion.