From March 10 to 14, 2020, CONEXPO - CON/AGG 2020 the largest construction industry trade show in North America was held at the Las Vegas Convention Center in Las Vegas, NV. Taking place every three years, CONEXPO - CON/AGG represents the most important event on the American continent for construction professionals. The 2020 edition was attended by 128,000 people, for about 2,800 exhibitors in an area of 24 square kilometers.

Italy is the eighth largest supplier of construction and earthmoving machinery to the United States with exports of nearly $600 million in 2019, up 2.83 percent from 2018. Italy has a 4 percent market share of U.S. imports of construction machinery, a position that puts Italy level with countries such as China and Canada and third in Europe after the United Kingdom and Germany. The United States is, for Italy, the third largest destination market for the construction and earthmoving machinery industry.
Italy was present at CONEXPO - CON/AGG 2020 with an Italian Pavilion (Silver Lot - Stand S5173) organized by the ICE-Agency Office in Houston in collaboration with UNACEA, ANIMA and UCoMESA. The Pavilion, organized on an outdoor area of about 300 square meters, housed a selection of 13 companies, leaders in the sector: Batmatic, Cmb Attachments, Edil Euganea, Emiliana Serbatoi, Fm Gru, G.F. Gordini, GBM Shoring And Scaffolding, HBS Valves & Hydraulic Components, Idromeccanica Italiana, Mediapoint & Communications, Neron Pumps, Outset Advanced On Board Technology, Wreko. A "welcome area" was set up inside to facilitate meeting and business opportunities as well asѐ direct assistance to the fair visitors. The Italian Pavilion hosted a networking event open to exhibitors, visitors and the press on March 11.

To give adequate visibility to the Italian presence at the fair, ICE-Agency carried out a vast number of communication actions starting with an organic presence on the official organs of the event. The Italian collective was also the subject of two newsletters sent to more than 35,000 trade names in collaboration with the Fair. An interactive landing page dedicated to the event (www.itahouston.com/conexpo), and the printing of a catalog dedicated to the Italian collective present at the event were also created.

In addition to this, the Italian Pavilion was the subject of a half-page advertisement in Costruction Equipment's "Conexpo Show Guide" (both digital and print distribution to subscribers and also at the Fair for a total of 90,000 copies); two Email Blasts to a database of 25,000 executives and purchasing managers of companies operating in the U.S. construction industry; a Banner on the official website of the Association of General Contractors, which has 105.900 monthly hits) and on all 4 of the Association's February newsletters to all of its 28,000 subscribers; and finally, a digital geotargeting campaign on ForConstructionPros and Conexpo Channel users (for an estimated total of 100,000 impressions) and on Equipment Today Facebook page users (for an estimated total of 30,000 impressions).

For more information about the initiative contact houston [at] ice.co.uk (subject: Machines Italia E-newsletter)