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The Challenge
Carnival Expo is one of the UK’s most anticipated cultural exhibitions, gathering creators, artists, cultural enterprises, and carnival enthusiasts. The challenge for the 2018 edition was to enhance the online visibility of the event and its stakeholders, driving engagement and increasing footfall at the exhibition, while effectively showcasing the diverse cultural facets of Carnival, particularly from the Latin and Caribbean sectors.

The Strategy
The strategy focused on creating an engaging and informative email marketing campaign to build awareness, drive traffic to the Carnival Expo website, and increase social media following. The campaign was designed to attract attention over a 4-month period, utilising targeted email content and attractive bulletins in both digital and print formats to connect with carnival enthusiasts and potential visitors.

The Execution
I designed and developed a series of email campaigns, along with online and print bulletins, to effectively communicate key event details and build anticipation. Over the course of four months, these campaigns were strategically timed to ensure maximum impact, utilising compelling visuals and calls to action to drive interest. The email marketing content highlighted the diverse range of exhibitors, performers, and cultural showcases at Carnival Expo, encouraging engagement and participation.

The Outcome
The email marketing campaign successfully increased the online presence of Carnival Expo and its stakeholders, attracting thousands of views and generating significant website traffic. The campaign also contributed to a boost in social media followers for the event, and most importantly, increased footfall at the exhibition, making the 2018 Carnival Expo a standout success in terms of attendance and engagement.