AEO Launchs New PPC Campaign for #CHOOSEEVENTS Initiative

The Association of Event Organisers (AEO) announced a new pay-per-click (PPC) campaign as part of the #CHOOSEEVENTS initiative, which was initially launched to change the narrative from “I fell into events” to “I chose events”.

Led by the AEO Development Board, spearheaded by Alison Willis, chief executive at Easyfairs and Jess Hockman, marketing director at Informa Markets, this phase of the campaign, which goes live later this month (July 2024), aims to boost awareness of the events industry, signposting career paths, AEO member jobs and more.

Campaign highlights:

The campaign strategically allocates 30% of its resources to Google and YouTube and 70% to LinkedIn. This approach focuses on increasing awareness of job postings and the “talent hub”. On Google and YouTube, efforts will centre around search, display, and remarketing, while LinkedIn will target specific job titles, member groups, skills, company lists, and predictive audiences, with a strong emphasis on remarketing. As an additional part of the agreement, AEO has also invested spend on TikTok to extend the reach further.

Willis commented, "This PPC campaign will help us reach more potential talent and showcase the exciting opportunities in the events industry. We want to inspire the next generation of event professionals and highlight the talent hub's resources."

AEO members were informed that the jobs board is the most visited page on the AEO website and that with increased traffic expected between July and September, members are encouraged to post job openings to maximise exposure.

Mike Frost, founder of Expocast, added "Partnering with the AEO on this campaign is a great way to promote the #CHOOSEEVENTS message. Our industry offers excitement, creativity, and rapid career progression, and the talent hub will help connect talent with these opportunities. The campaign coincides nicely with Expocast's launch of a free course for people looking for their first role in events, which will improve their chances of joining the industry, and funnel a greater number of enthusiastic people towards event companies."

Posting vacancies on the AEO jobs board is included in membership benefits.

For more information and to get involved, please visit the website