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LinkedIn Event Ads & a “Zombie” Mobile World Congress?

The announcement on February 12, 2020 sent shockwaves through the event industry. It was of course, the notice that Mobile World Congress, the world’s flagship tradeshow event for mobile handsets and telecommunications would be cancelled due to the coronavirus pandemic. The move was considerable, as MWC attracts over 100,000 attendees from 200 countries. At the time, some felt the move was premature, if not overly risk averse.  But sponsors were watching the situation in Wuhan with concern. Some flagship exhibitors had already pulled their attendance. Over 12 months later, I think we all can look back on GSMA’s decision to cancel as entirely the right decision.

Later this month, MWC is back in Barcelona, and in person. The event was recently cleared to go ahead, with nearly 70% of speakers planning to appear, with an expected attendance of 30,000-50,000 people. The event also offers a hybrid option, for remote attendees.
There’s a lot riding on the return of MWC and what it’s success (or otherwise) will say for the European events industry. Some top sponsors have again rescinded their attendance, with Deutsche Telekom announcing their cancellation this week. But organizers GSMA are committed to go forward, unless Spain forces them to cancel. That doesn’t look likely, given Spain’s commitment to jumpstarting the tourism industry.

We’ll be watching the developments in Barcelona closely. I just hope in 12 months time we look back on the decision to go forward with MWC in person, as the right one.

In contrast, this week, I share a piece from the gaming industry describing how their audiences have adapted to digital, and how it will continue to be an integral part of their strategy going forward. Even though it’s a challenge, they’ve found the gains to safety, inclusivity, as well as how digital presents a real opportunity to get creative for your audience. It’s a very different take on the live events world!

Be sure to check that out, as well as some more of my top reads from this week in events and the experience economy!

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Closing thoughts

On June 2, the UFI recognized Global Exhibitions Day. We have seen how the exhibitions industry has taken such an impact by the pandemic, but are also so inspired by the resilience they have shown. It’s been our pleasure to work with so many exhibition partners over the last year, to help bring their fairs online. We truly believe in the importance of bringing people together, and respect the industry efforts by UFI and their local partner, AUMA.

Let’s stay connected if we’re not already on Linkedin or follow the PIRATEx team on Twitter. If there’s anything you would like to read about when it comes to remote, or digital events, let me know! If you want to be kept up to date on the innovation of the event industry, sign up to The Lookout Newsletter! Read more editions of our newsletter here.

LinkedIn Event Ads & a “Zombie” Mobile World Congress?

The Lookout Newsletter #28

**Written by:
**Felix Josephi
PIRATEx Managing Director