Fondazione Fiera Milano reflects on GED Award win EuropeExpert Opinion

Fondazione Fiera Milano has won the first Global Exhibitions Day Award in the ‘Highest Profile Online Activity’ category. Cinzia Zanin comments on the win…

When we heard of the Global Exhibitions Day we immediately thought it was a great idea and a big opportunity for us. While there are many discussions about the mysterious ‘Millennials factor’ and about the lack of talents that are willing to stay in the exhibition industry, we always had the living proof that this was not always the case.

Our students are very passionate about the industry, and after their internship period, when the market gives them the opportunity, they stay. We firmly believe in what Jonas Ridderstale said during UFI Open Seminar in Europe 2016: “Hire for attitude and train for skills”. And that is why we decided that, on the occasion of Global Exhibitions Day, our first mission was to show the faces of our students and to give them the chance to share their thoughts and dreams. That is how it started.

Accademia Fiera Milano shared more than 50 posts on social media, producing pictures of students, trips to Fiera Milano’s fairs and other activities, and also a video “Accademia Fiera Milano: alumni at work” made by three former students that now work at Reed Exhibitions Italia. Our Facebook community is still quite small but it received the campaign with grand enthusiasm. The coverage started on 14 February with two posts per week (Tuesdays and Thursdays), with an organic reach of 45.013 people (an average of 850 per post)and 30 interactions per post. Moreover, Accademia has tweeted more than 50 times, with 40.636 visualisations (an average of 797 per tweet) and 1.145 interactions (an average of 23 per tweet).

We were very happy to see that UFI has created infographics entitled “Future Exhibition Industry’s Employees” and to see that it made our students proud. The Global Exhibitions Day has been a beautiful experience. It has given the opportunity to celebrate our industry with colleagues from all over the world and it has given a voice to young talents eager to be part of exhibitions.

Now that #GED17 is over, we are already starting to think of a way to celebrate #GED18.

Fondazione Fiera Milano has a business unit called Accademia Fiera Milano, which is one of the main training centers in Europe for the exhibition, congress and event business. In particular, it has two courses for young people who aim to be part of our industry: Progea is a post-graduate course attended by mainly 23/24 years old students, while MOE live is a post-diploma course that attracts people from 18 to 30 years old.

#GED17 Showcase: Fiera Milano’s alumni at work

Tom Hall

Tom Hall

Editor, Exhibition World


Tom Hall

Editor, Exhibition World

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