EuroTier Case Study
Abu Dhabi is a bustling hub for those interested in animal farming and agricultural innovation. In March this year, the government rolled out a $273m (1 billion AED) investment into an agricultural technology initiative which is bringing related trade fairs and exhibitions to the city. The incentives are aimed at companies that develop technologies to support precision farming and agriculture robotics, bioenergy and indoor farming.
Abu Dhabi, is seen as a gateway to the MENA region and a perfect location for successful shows looking to expand and tap into emerging markets. Naturally, the world-class Abu Dhabi National Exhibition Centre (ADNEC) is the first choice to host international events of this scale due to its excellent facilities, proximity to the airport and c.2000 hotel rooms onsite providing a total venue solution for organisers.
EuroTier is the world’s leading trade fair for animal farming professionals. This highly successful, bi-annual fair has been running in Germany for the past 30 years and has launched in three emerging markets this year, Brazil, China and Abu Dhabi.
The Middle East has been identified as one of the most prominent animal production hubs in the world. EuroTier Middle East’s objective was to bring together the latest global technology and innovation in the animal production sector along with the most up-to-date knowhow and expertise tailored to the local market and the challenges it faces to the professionals in the region. EuroTier Middle East hosted over 10,000 professional visitors 120 exhibitors and 150 companies from 16 countries, including Saudi Arabia - the country of honour - at ADNEC over the 2nd – 4th of September 2019. In addition to the exhibition, the trade fair had a comprehensive technical program that included not only two technical conferences and Forum with technical presentations on a variety of topics such as cattle and poultry production, camel genetics, aquaculture, biosecurity and many more, but also region-specific feature events like the beauty contests and animal auctions that featured over 6,500 animals and drew the participation of 175 breeders.
ADNEC allocated c.7,000 gross sqm for exhibition space, providing ample room for a technical programme.
Dr. Thani Bin Ahmed Al Zeyoudi, Minister of Climate Change and Environment, Mariam Bint Mohammed Saeed Hareb Al Mehairi, Minister of State for Food Security, Dr Mugheer Khamis Al Khaili, Chairman of the Department of Community Development and Board Member of ADAFSA and other senior officials and VIPs attended the opening of the show.
ADNEC’s protocol and government relations department organised the opening ceremony and receptions for all VIPs in attendance.
Beyond providing a venue for EuroTier Middle East 2019, ADNEC also assisted in publicising the event. The ADNEC marketing team sent an html mailer to its extensive database, launched an SMS campaign, advertised the event on ADNECs network of indoor and outdoor digital screens, engaged in social media coverage and promoted the event on the “What’s On” page of its website. The event was also covered live on ADNEC’s Instagram account with updates posted on its other social media channels. Christopher Armstrong, Project Manager (International Trade Fairs) for DLG International GmbH remarked that “ADNEC created high quality content created with regards banners, video, previews of the show that were used on a variety of ADNEC Communication Channels.”
ADNEC was perfectly equipped to accommodate the demands of this event due to its large flexible spaces and its 360 event solutions thanks to in-house award winning caterer, Capital Hospitality and production company, ADNEC Services. Excellent transport links to Abu Dhabi and Dubai airports, located 20 and 90 minutes away respectively, as well as six onsite hotels offering c.2,000 hotel rooms made ADNEC the ideal one-stop venue choice.
The inaugural EuroTier Middle East was a resounding success. It attracted 120 exhibitors and 150 companies from 16 countries and saw an impressive 10,892 visitors over the three days of the show.
Much of the EuroTier’s focus was on attracting an audience of regional stakeholders and local farmers and the live animal auctions and beauty contests proved to be an excellent draw to this audience.
Twelve research papers were presented at the conference and the animal forum was standing room only due to a mix of inspiring local and international speakers.
In addition to this, host sponsor Marmum Dairy alone, signed deals worth $7.3m. Three other notable ‘mega’ deals were signed on day 2 of the event, perfectly demonstrating the investment opportunities in the region.
Christopher further commented that “The results support our belief that the environment for livestock farming in the region would make EuroTier Middle East the perfect platform to pull the livestock sector together and point the way for its development in the future. ADNEC’s state of the art venue and professional team supported us to achieve our goals for the inaugural edition of EuroTier Middle East 2019 – from execution with regards logistic and operations to marketing and promotion. We were impressed with the high quality of content produced for our show, we have used the same on our communication channels as well.”
Khalifa Al Qubaisi, ADNEC Chief Commercial Officer said “We are delighted that EuroTier’s inaugural MENA event at Abu Dhabi National Exhibition Centre was such a resounding success. The levels of investment at EuroTier shows that ADNEC truly is the home of business events in the MENA region. We look forward to welcoming EuroTier back in the future”