LAGCOE: Regional tradeshow goes international

Founded in 1955, this biannual oil and gas tradeshow has grown to become the 2nd largest in the United States.

Challenge: The Louisiana Gulf Coast Oil Exposition has always focused on the companies and production in and around the coast of Louisiana. As exploration expands around the globe, this tradeshow needed to find a way to grow with it.

Insight: After speaking with executives in the energy industry, it became clear that they believe a large number of the tools and processes used at drilling sites around the world have been developed by people and companies based in the Louisiana area. Although a number of headquarters have moved to Houston, Lafayette and the I-40 Energy Corridor still have a very important place in the industry. As businesses decrease travel due to the recession, especially costly international travel, there was a concern that the show wouldn't be able to attract international attendees.

Strategy: Position LAGCOE as more than just a regional gulf coast tradeshow and expand it's draw to international companies. By developing an international audience of attendees the impact of the trade show would expand with the growth of the industry. Updating the brand identity, creating a new theme, Fueling the Global Quest for Energy, and developing new online and printed marketing materials (including translations into six different languages) while working with the U.S. Department of Commerce to distribute the materials oversees positioned LAGCOE for growth.

Results: The 2009 Expo attracted more 16,000 attendees (a 14% increase), including 200 international visitors from 16 foreign countries, and more than 400 exhibitors. This resulted in a $10million economic impact to the host city of Lafayette. Additionally, the International Trade Center and the International Trade Development Group awarded LAGCOE the 2010 International Achievement Award.

(Below are a few samples from the campaign.)