Case Study: Taiwan Excellence – Dubai Muscle Show 2024
Overview:
At the Dubai Muscle Show 2024, Taiwan Excellence showcased cutting-edge fitness innovations from top Taiwanese brands, attracting over 30,000 visitors. Highlights included Gee Hoo’s T1000 CYBO Run Treadmill for reduced joint impact, Netown’s iRide smart cycling device with contact-free heart monitoring, EOPI’s CREST dive computer, and AQUIVIO’s customizable Hydration Station. The exhibit emphasized Taiwan’s commitment to global fitness innovation, drawing fitness enthusiasts, industry professionals, and VIPs alike.
Objective:
To showcase Taiwan’s leadership in fitness technology by engaging global audiences with innovative, high-performance equipment, fostering industry connections, and enhancing Taiwan’s reputation as a hub for fitness innovation at the Dubai Muscle Show 2024.
Execution
PR & Media Event:
On Day 1, a dedicated media preview was hosted, bringing together industry journalists, influencers, and fitness experts to experience Taiwan Excellence’s latest fitness innovations. The event included live product demonstrations, VIP speaker sessions, and a Q&A session. Press kits with high-resolution images and detailed product information were distributed to maximize media coverage, reinforcing Taiwan’s commitment to cutting-edge fitness technology.
Visitor Engagement:
Visitors were actively engaged through interactive product displays and live demos, allowing them to experience each featured product firsthand. Brand ambassadors guided attendees, answered questions, and gathered visitor feedback, fostering deeper engagement..
On-Ground Activations:
Fitness-themed challenges and quizzes, brand activations and fitness challenges relevant to each brand led by the Emcees, created an exciting, interactive environment. Winners received exclusive prizes. AQUIVIO hydration tastings and high-intensity treadmill demos kept visitors engaged throughout.
Achievements:
PR Circulation:
Taiwan Excellence gained extensive media coverage across major fitness and technology publications and social media channels of industry influencers, generating over 500,000 impressions and significantly boosting the pavilion’s visibility.
Brand Awareness:
Engaging on-ground activities and media exposure strengthened Taiwan Excellence’s brand presence, achieving an overall increase in regional brand recall and establishing it as a leader in innovative fitness technology customer engagement and deliver significant sales growth for participating malls.