Relaunching a Leading Trade Show After a Six-Year Hiatus | Smithbucklin Case Study
About the Event:
INCON Partner: Smithbucklin
Event: NPE2024: The Plastics Show
Dates: 6–10 May 2024
Location: Orlando, Florida, USA
Event website: npe.org
NPE2024 marked the return of the largest plastics trade show in the Americas after a six-year hiatus, attracting more than 51,000 attendees from 133 countries. Organised by the Plastics Industry Association (PLASTICS), the event served as a vital platform for innovation, education, and business development across the global plastics sector.
INCON Partner Smithbucklin led the relaunch, delivering a comprehensive strategy that redefined the attendee experience and successfully positioned the event as a catalyst for the future of the industry.
Background:
Following its last edition in 2018, NPE2024 faced a unique opportunity to re-engage a transformed industry. The goal was to reinvigorate the brand, attract a new generation of attendees, and reassert the event’s leadership within the trade show landscape. PLASTICS engaged 360 Live Media to drive strategy, branding, marketing, sales, and attendee engagement.
Challenges:
Rebuilding brand awareness and momentum after a six-year gap
Attracting both loyal and first-time participants across global markets
Engaging a younger and more diverse attendee base
Reimagining the event experience in a shifting industry landscape
Solutions:
Strategic Event Design & Market Positioning
360 Live Media applied an audience-centred approach based on stakeholder interviews and market analysis. Programming and messaging were tailored to align with current industry needs, career stages, and visitor motivations. A new theme, “Made For You,” reflected the versatile nature of plastics and was designed to appeal to attendees across key verticals, including automotive, packaging, medical, consumer goods, and construction.
Exhibit & Sponsorship Sales
Sales efforts began with an in-person Space Draw in Orlando, where over 1,100 companies booked 1,000,000+ square feet of exhibit space. NPE2024 sold out a year ahead of the show. New sponsorship packages focused on brand visibility, lead generation, and thought leadership, resulting in a 40% growth over 2018. End-to-end exhibitor support ensured smooth delivery and high satisfaction.
Multi-Channel Marketing & Engagement
360 Live Media executed an integrated campaign across digital advertising, email, social media, PR, and telemarketing. Audience segmentation enabled tailored messaging for industry and job function, while content-driven emails highlighted innovations and educational opportunities.
Social media activations delivered over 32 million impressions, while the redesigned website prioritised user experience and conversion, rolling out in phases to maintain momentum.
Public Relations & Media Engagement
An earned media strategy drove global exposure, resulting in more than 7,000 coverage mentions and over 3.5 billion in total readership. Press events onsite enabled exhibitors to showcase innovations directly to media.
Outcomes:
NPE2024 exceeded expectations, setting new benchmarks for post-pandemic event success.
Key Achievements:
51,000+ attendees from 133 countries
2,100+ exhibiting companies
1.1 million net square feet of exhibit space
63% of attendees were first-timers; 30% were under the age of 40
3.5 billion media impressions; 200% increase from 2018
37% return rate from previous editions
77Exceeded revenue goals for attendees, exhibitors, and sponsorships
Feedback:
“360 Live Media has felt like an extension of my team and exemplifies the qualities I value most in a marketing agency partner. Through a fully integrated event marketing strategy, we were able to break show records and plan an incredibly successful return of NPE.”
— Damaris Piraino, Senior Director of Trade Show Marketing, Plastics Industry Association
“We were thrilled to welcome visitors from all over the globe and the next generation of plastics professionals. We are proud to say that we produced a historic, can’t-miss event in the plastics industry.”
— Matt Seaholm, CEO, Plastics Industry Association
ABOUT INCON EVENT ORGANISER
INCON Partner: Smithbucklin
HQ: Chicago, USA
Smithbucklin values, inspires, and enables associations, societies, and communities that enrich our society and move industries, fields, and professions forward. Working together, our innovative solutions nurture growth, advance missions, and achieve lasting impact. From complete association management solutions to a full array of expert capabilities and talented, versatile, and passionate staff resources, we are here to increase your organization’s reach and empower your growth.