Feria Hábitat Valencia 2010 set to be stronger than ever following success of promotional initiative
Feria Hábitat Valencia promoted the upcoming edition of the fair intensively at the Milan fair. The organisers of the Spanish exhibition, which takes place from 28th September to 2nd October, gave presentations to the world’s leading operators in the interiors industry, promoting the content of the fair and the fact that, as Spain’s foremost platform for ‘Made in Spain’ interiors it offers major business opportunities. The results endorse the optimistic forecasts that have been made regarding this September’s edition.
Feria Hábitat Valencia held a number of meetings with the top executives of the high end European companies, especially the Italians companies, that were exhibiting at the Milan fair and that fit the profile required to exhibit in Valencia. These companies responded very positively to the fact that the 1st Ibero-American Interior Architecture Congress (CIPAI) is being held during the fair as it will draw the leading specifiers from the Southern Cone – interior designers who specialise in big projects and are a highly sought after target audience – to the event.
Air travel chaos creates more opportunities for Feria Hábitat Valencia
It was quite clear that the air travel chaos caused by the Icelandic volcano eruption and the consequent closure of most European airports, including Milan’s Malpensa and Linate airports, had a detrimental impact on this year’s editions of the Milan show. The overall result was that on the last days of the fair thousands of international buyers and visitors who had planned to travel to Milan were unable to do so and even those who were already there decided to go home early because of the uncertainty surrounding the transport situation.
Many of the companies exhibiting in Milan recognised that given the circumstances, September’s Feria Hábitat Valencia constitutes an ideal opportunity to invite along the buyers who were unable to get to Milan and thus close any business still pending. Feria Hábitat Valencia will therefore be bolstering its efforts to promote the ‘Made in Spain’ interiors event in the international marketplace in order to attract those most tightly targeted buyers who were absent from Milan.
All of this is in addition to the positive outlook created by the aggressive promotion that Feria Hábitat Valencia rolled out in situ in the capital of Lombardy. The initiative included an array of activities ranging from a display of ‘Made in Spain’ outdoors and interiors in Tortona, Milan’s design district par excellence, to promotion staff walking through the city’s streets and promotion packs and copies of AD magazine being handed out in the best hotels. Also, news about Feria Hábitat Valencia 2010 was made available from the Anieme stand in synergy with the promotion of the ‘Furniture from Spain’ brand.
“The time is right now more than it ever has been to commit to Feria Hábitat Valencia”
For María José Guinot, president of Feria Hábitat Valencia, the successful promotion of the fair in Milan and the opportunities that have arisen as regards buyers who were unable to get to that fair means that “now more than ever before Feria Hábitat Valencia stands as the main business platform for Europe’s interiors industry in the second half of the year.” As Guinot explains, “the level of space bookings we expected is being fulfilled and the outlook for the September fair is very positive. We are putting together an extremely high quality content, with especially significant companies confirming that they will be exhibiting, and there may well be far more international buyers in Valencia than we expected.”