Every four years, SuperCorrExpo® brings together the global corrugated industry to explore new technologies, strengthen business relationships, and address the trends shaping the future of corrugated manufacturing. Following several years of industry disruption, the 2024 event represented an important opportunity to reconnect the industry while demonstrating the continued value of in-person collaboration, education, and innovation.
TAPPI and AICC partnered with Adduco Communications to develop and execute the event’s integrated marketing and communications strategy. Over an 18-month engagement, Adduco served as the strategic marketing partner, leading messaging, creative direction, public relations, digital marketing, content strategy, media outreach, and on-site communications to support attendee, exhibitor, sponsor, and partner engagement before, during, and after the event.
Built around the theme “Time Tested. Future Forward,” the campaign positioned SuperCorrExpo® as more than an industry trade show. It reinforced the strength and resilience of the corrugated industry while highlighting the technologies, partnerships, and innovations shaping its future.
Adduco developed and executed a coordinated communications program that included public relations, thought leadership, digital marketing, social media, email campaigns, website content, advertising, sponsorship materials, creative development, industry partnerships, and comprehensive on-site event support. Every element worked together to create a consistent experience, increase awareness, drive registration, and strengthen engagement across the global corrugated community.
Results
- Generated 3,964 event registrations and welcomed 276 exhibitors representing the global corrugated industry.
- Produced more than 450 marketing assets, including 25+ email campaigns, 20+ web assets, 13 advertising campaigns, and 48 on-site signage pieces supporting the event.
- Secured 108 earned media placements, reaching more than 312,000 online readers through strategic public relations and industry media outreach.
- Delivered paid social campaigns generating more than 527,000 impressions, 33,000 engagements, and 4,500 clicks, helping increase event awareness and registrations.
- Generated more than 83,000 organic social impressions, 5,000 engagements, and a 6.1% engagement rate, expanding industry conversations before and during the event.
- Built and managed relationships with 21 media and association partners, extending SuperCorrExpo®’s visibility across North America and international markets.
Rather than relying on a single promotional campaign, Adduco developed an integrated communications strategy that connected every stage of the attendee journey—from early awareness and registration through on-site engagement and post-event communications.
The result was more than a successful event. SuperCorrExpo® 2024 strengthened industry engagement, expanded global visibility, reinforced the event’s value for attendees, exhibitors, and sponsors, and provided TAPPI and AICC with a cohesive communications framework to support one of the corrugated industry’s premier international events.
