THE SHOW. Cake International – The Sugarcraft, Cake Decorating & ... including
international visitors from South America, Australia and South East Asia. Cake ...
NEC, Birmingham: 17 – 19 March 2017 Alexandra Palace, London: 22 – 23 April 2017 NEC, Birmingham: 3 – 5 November 2017 www.cakeinternational.co.uk
The Show
Cake International – The Sugarcraft, Cake Decorating & Baking Show is the largest show of its kind in the world, with over 60,000 people expected to attend in 2017 across two venues. We have seen a substantial increase in visitor numbers year-on-year, with a 100% increase over the last five years alone. With the continuing popularity of home baking, cake decorating and sugarcraft, Cake International returns to NEC, Birmingham in November and March and Alexandra Palace for its London edition in April.
138K Facebook likes 25K Twitter followers 2500K Instagram followers
THE REVIVAL OF HOME BAKING & CAKE DECORATION T he home baking market has doubled in size over the last five years, rising by 59% to a delicious £1.7 billion*
“ My friend and I came on Saturday, we had a brilliant day, so many wonderful creations. Met some great people, famous ones at that in the cake world”
H ome baking has seen a massive revival with more than 41 million Brits baking at home – this is nearly 80% of adults!*
Sharon Rout
Almost a quarter of adults bake at least once a week, with one in twenty being well and truly bitten by the baking bug – baking every day!*
“ Great event as always... Had a fab day, walking, buying and admiring such cake talent. As a hobby baker I admire the work or art displayed. Thank you for the show, hope to see you next year.”
N ine in ten women bake which is closely followed by seven in ten men!* C ake is the most searched-for food term – Thanks to cookery programmes such as the Great British Bake Off and Baking Made Easy, baking is back ‘en vogue’
Lou Evans
*Taken from Mintel Research, November 2012
OUR VISITORS Cake International has a broad appeal attracting everyone from professional cake decorators to home bakers, including international visitors from South America, Australia and South East Asia. Cake International attracts all ages with 86.3% coming from A, B or C1 social economic groups. Over 80% of attendees are female with a strong interest in gardening, books, reading, theatre and arts. AGE OF VISITORS
DISTANCE TRAVELLED
BIRMINGHAM
ALEXANDRA PALACE
24 or under
8.05%
0-20 miles
13%
36%
25-34
20%
21-50 miles
10%
34%
35-44
22.5%
51-100 miles
33%
14%
45-54
21.7%
101-150 miles
33%
11%
55-64
17.25%
151-250 miles
8%
4%
65 or over
10.5%
Over 250 miles
3%
1%
SHOW HIGHLIGHTS
OUR SOCIAL MEDIA VISITORS
More than 150 exhibitors offering the latest sugarcraft, cake decorating and baking supplies
Facebook
T he Cake International Competition – attracting entrants from all over the world – the sight of hundreds of the most wild and detailed tiered and sculpted cakes is something to behold! E xclusive, jaw-dropping, must-see features Demonstration Theatres featuring cutting-edge international and UK sugarcrafting, cake decorating and baking talents T he Cake International Theatre – Watch industry experts and special guests baking and decorating live
Twitter
C eremony and announcements for Cake Masters Awards in association with Cake Masters Magazine – the most prolific in the industry. H ome of The Chocolate Experience – demonstrations, workshops, displays and industry experts!
SPONSORSHIP OPPORTUNITIES With thousands of visitors expected to attend each show, Cake International offers businesses a fantastic opportunity to increase brand awareness through sponsorship of key areas of the show. Whether you are directly linked to the baking market or not, the show sees a diverse range of attendees which offers you an invaluable opportunity to make yourself known to your target audience. Sponsorship opportunities include: The Cake International Theatre Demonstration Theatres Café Area Sponsorship Competition Area Competition Classes
WHY WORK WITH US? ICHF EVENTS Cake International – The Sugarcraft, Cake Decorating & Baking Show is organised by ICHF Events. We are the market leaders in specialist cake and craft shows and have been in the business for over 35 years, seeing several million visitors through our doors. We celebrated our 550th show in 2016 and continue to organise some of the most prestigious and highly regarded events in the crafting and baking calendar with over 25 shows each year held at some of the UK’s largest exhibition venues.
Show Supporter Chocolate Experience Show Entrance VIP Area Press Room More details and other sponsorship opportunities are available on request. Please contact the ICHF Team for more information on 01425 272711.
“ Exhibiting at Cake International Show gave a massive boost to our business. The amount of exposure we had was amazing. Every bit of it was well worth it... And all the organisers are just so nice and helpful. Cake International is definitely the BEST!” Queen of Hearts Couture Cakes
“ The opportunities that have come to my business since exhibiting with ICHF for over seven years has been of enormous value and significance to my company.” Tracey’s Cakes
MEDIA ATTENDANCE Cake International attracts hundreds of media representatives to each show. With exhibitors from across the world choosing to feature their newest products and ideas at the show, this is THE place to see the very latest trends and ideas from the sugarcraft, cake decorating & baking world!
MEDIA OPPORTUNITIES With exhibitors and experts from across the world of sugarcraft, cake decorating & baking, there is an opportunity for you to get involved and discover new trends and products for the upcoming year. Opportunities include: Experience one of the many educational demonstrations with experts from the UK and abroad O ffer competition tickets to your readers in advance of the show T ake part in a masterclass with exhibitors in advance of the show G et front row seats to The Cake International Theatre F ind hundreds of opportunities for new leads and feature led stories from the exhibitors and experts at the show Please contact ICHF’s PR Team at One Voice Media & PR Ltd for more information on 01392 278801.
WHY EXHIBIT? Cake International has shown its longevity in the industry and represents all aspects of home baking – from breads and sponges to sugarcraft and cake decorating. With visitor numbers continuing to increase year-on-year, the show offers an unrivalled opportunity for you to showcase exactly what you offer to all the right people.
MARKETING OPPORTUNITIES Exhibitors, guests and sponsors of the show benefit from PR, marketing and social media from Cake International channels. Our PR and Marketing Team are highly experienced and have a proven track record for publicising Cake International nationally and regionally. Opportunities include: E xtensive Marketing Campaign: Our marketing department plans an all-encompassing marketing campaign for every Cake International show, with advertising throughout local and national mediums. These include national women’s interest and specialist hobby magazines; national and local newspapers; direct marketing; social media and e-marketing; poster and billboard campaigns; and targeted mailing to groups and coach companies as well as craft groups across the country PR: Opportunity to be included in press releases and other publicity Social Media: Our dedicated Facebook and Twitter profiles have hundreds of thousands of followers and our online presence continues to grow. With opportunities for exhibitors to showcase their products through competitions, projects and features, this is a great way to interact with your target audience E mail Campaigns: Targeted email campaigns are sent to a large database of dedicated baking and cake decorating fans P rint advertising: We devise a targeted advertising campaign to promote the show, including national and regional press advertising, outdoor and leaflet campaigns. Sponsors have the opportunity to be included in a selection of this advertising (to be agreed). “ Cake International attracts everyone from cake hobbyists to professional sugarcrafters, and if a new bit of kit or a decorating trend exists, you’re likely to see it here. The competition cakes on display can be mind-boggling and they’re a great source of inspiration; eavesdropping on other visitors’ reactions will tell you which ideas are likely to catch readers’ imaginations. It’s also very useful to meet exhibitors face to face.” Emma Sturgess, Freelance writer
“ Cake International is a wonderful show for discovering all the latest trends in cake decorating and sugarcraft – the supplies and techniques, the designs, the artists. It’s also a great way to experience the excitement and vibrancy surrounding the scene – it’s contagious!” Sally Fitzgerald, Cupcake and Baking Heaven
