FESPA Middle East operates in a competitive regional and global exhibition landscape. Reaching the right audience is not just about visibility – it is about sustained relevance, consistent engagement, and measurable growth across multiple digital touchpoints.
Over a two-year partnership, Digital Ink worked alongside FESPA and FESPA Middle East as an extension of the internal marketing team. The objective was clear: expand reach across the GCC and beyond, grow a highly engaged digital audience, and convert awareness into tangible interest and event attendance – all while reinforcing FESPA’s authority as a global industry organisation.
What followed was a connected, always-on programme spanning strategy, content, paid media, video, analytics, and performance reporting.
With audiences spread across multiple countries, platforms, and languages, the task was not simply to generate impressions. It was to build momentum year-on-year.
The campaign required:
• Consistent and recognisable messaging across platforms
• Content tailored specifically to the GCC visual communications community
• Data-led optimisation to refine performance continuously
• Measurable growth in reach, engagement, and audience acquisition
Rather than isolated bursts of activity, the work was structured as a cohesive programme – designed to compound over time.
The Results (2024–2026)
Across two event cycles, the impact was significant.
• 38,372,620+ total reach across Facebook, LinkedIn, Instagram, YouTube, paid media, and digital channels
• 938,167+ post engagements driven by region-focused content
• 220% increase in follower growth across key social platforms
• 2,364,000 YouTube minutes watched through a long-form video strategy
• 120,056 new users acquired
• 16+ integrated marketing services delivered across strategy, content, activation, reporting, and optimisation
In addition, the campaign connected with a global audience of 268,000+ print businesses, including 22,946 across the Middle East, and reached viewers in 72 countries worldwide.
This was not a one-channel success. It was the outcome of coordinated execution across social, video, paid campaigns, organic content, and analytics – all aligned to a single strategic framework.
As Lorraine Harrow, Marketing Manager at FESPA, shared:
“Collaborating with Digital Ink on FESPA Middle East 2026 has been extremely valuable. They acted as an extension of our team, delivering relevant and effective communications informed by a strong understanding of the GCC visual communications industry.”
That understanding of regional nuance, combined with structured tracking systems and responsive activation, allowed the campaign to scale efficiently and consistently.
This case study demonstrates what happens when marketing is treated as a connected ecosystem rather than a collection of tasks.
From long-form YouTube content that kept audiences watching, to sustained follower growth across key platforms, to measurable acquisition of new users – every element was designed to support the broader objective: building authority, awareness, and attendance.
The approach was always-on, insight-driven, and aligned with FESPA’s global positioning.
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