PORTFOLIO 2026
LUXE PACK
NEW YORK
+ 4.5%
Attendance YoY
+ 7.4%
Pre-registration YoY
Role
Marketing Assistant
Timeline
March 2026 - May 2026
Team
LuxePack USA
Tool
Excel, Event Maker, Hubspot, Canva
01
Event
Overview
CONTEXT
LUXE PACK New York is the East Coast's premier B2B trade show dedicated to creative, high-performance packaging solutions for luxury and premium brands.
THE 2025 CHALLENGE
+1.7%
Attendance Growth Plateaued
5,310 （2024）→ 5,401（2025）
Concentrated in Beauty
Cosmetics & Fragrance
55%
Limited
Pre-show Supplier Discovery
Matchmaking & visit planning
The challenge was not rebuilding demand, but creating incremental growth for an already high-performing event.
THE 2026 PERFORMANCE
+
7.4%
Pre-registration Growth
8,135 → 8,735
+
4.5%
Attendance Growth (Unique Visitor)
4,860 → 5,077
02
What 2025 Revealed
I reviewed year-over-year performance, visitor feedback, and internal post-show learnings to identify the barriers behind LPNY’s next stage of growth.
GROWTH PERFORMANCE
LUXE PACK NEW YORK | 2025 | 2024 | 2023 |
|---|---|---|---|
Registration | 8,135 | 7,967 | 7,307 |
Attendance | 5401 | 5,310 | 4,758 |
+13%
+11%
+2.1%
+1.7%
The event growth was slowing, signaling a mature event that needed new sources of incremental growth.
AUDIENCE HEALTH
First Timers | 2025 | 2024 | 2023 |
|---|---|---|---|
Percentage | 45% | 53% | 52% |
No. of Visitors | 4,860 | 4,816 | 4,273 |
-7%
First-time acquisition was softening. Need to work on retention and maintain first-time rate for optimal results.
+1%
CHANNEL PERFORMANCE
Acquisition relied heavily on a few channels:
1. Direct Website
2. Paid Campaign
3. HubSpot Newsletters
which together drove 86% of total attendance.
AUDIENCE MIX
Trade Sectors
Audience relevance (55%) remained heavily concentrated in beauty and fragrance.
Positions
The audience remained professionally relevant, but executive-level presence softened, creating an opportunity to strengthen decision-maker appeal.
VISITOR FEEDBACK
Visitors
Total of 74 surveys recieved
NPS
40
(vs 30 in 2024)
Promoters
46%
Neutral
22%
Detractors
8.12%
Average Satisfaction
8/10 (vs 8.1 in 2024)
Likelihood to Return
83.6% (vs 80% in 2024)
Exhibitors
Total of 44 surveys recieved
NPS
36.36
(vs 26.92 in 2024)
Promoters
41%
Neutral
55%
Detractors
4.5%
Average Satisfaction
8.14/10 (vs 8.78 in 2024)
Likelihood to Return
84% (vs 82% in 2024)
INSIGHTS from Comments
1. Exhibitor Offering
Broader exhibitor mix needed.
"More sustainability."
“More US box makers and domestic suppliers.”
“Add more vendor that have lower moq for emerging brands.”
2. Navigation & Matchmaking
Pre-show planning and supplier discovery tools needed improvement.
“I would have liked a printable list of exhibitors in advance…”
"Whoever scans my badge, i should be able to get their contact details."
“Liked the App but would have been helpful if I could have sorted by Booth Number so I could preview each company as I walked.”
3. Onsite Experience & Content
Conference and show-floor experience needed refinement.
“Move the conference area to a quieter area. Too much outside noise interference.”
"Larger area for presentations and awards"
"the talks should have had an open space type of layout so it would interest people passing by to participate."
03
The 2026 Strategy
With growth slowing at a high baseline and acquisition concentrated in a few mature channels, our focus in 2026 was to improve efficiency, expand reach selectively, and convert interest into registrations.
The 2025 Insights
Registration growth slowed
Acquisition relied on a few channels
Room to convert more intent
2026 Strategies
1
Optimize acquisition channels
2
Create more educational content in video format
3
AB test on emails
04
Social Media Operation
Static Posts & Carousells
LPNY Invitation
The Dieline Awards Collab
5-week Count Down
The Per-form Installation Series
LUXE PACK in Green Ceremony
Conference Sessions (1/17)
Thank You
GIFs & Short-Form Videos
See You in 2027
1-week Count Down
Day 1 Live
Top tips for product development
Top tips for brands about packaging
Top Mistakes Indie Brands Make
05
Email AB Tests & Recommendations
Does a clear sourcing benefit earn more opens?
A / Event Led
Subject
5 Reasons to Attend LUXE PACK New York
LUXEPACK NEW YORK
B / Sourcing Benefit Led
LUXEPACK NEW YORK
Subject
Find the Packaging Partners Your Next Launch Needs
Shared Email Content
Experience two intensive days dedicated to cutting-edge ideas, strategic insight, and practical inspiration. In a rapidly evolving market, success is a collective achievement driven by collaboration, creativity, and meaningful connections.
Discover five compelling reasons why this year’s showcase is the essential East Coast gathering you will not want to miss.
Get Your Free Show Pass
Result
Primary metric: open rate
Metric
Version A
Version B
Open rate
4.31%
6.86%
+ 59.2% | relative lift in open rate
25,844 delivered / version
Insight & next step
The sourcing-focused subject line earned more opens, suggesting that a concrete benefit was more compelling to this audience than a general event invitation.
Keep the benefit-led subject line fixed and test inspiration-led versus sourcing-led body copy, measuring click and registration rates.
06
Website Optimization
01 The Brief
Make the WHY ATTEND page more persuasive with clearer attendance value and stronger visuals.
My role: page review, messaging recommendations, and visual concept.
02 Current Why Attend Page
The opening promise lacks impact:
“The Ultimate Premium Packaging Industry Experience” establishes the positioning, but could more clearly explain which packaging challenges the event helps brands solve.
Insufficient product visibility:
Without the previous exhibitor product showcase, visitors have fewer concrete examples of what they can discover at the show.
Overreliance on links:
Directing visitors to the exhibitor list, conference program, and KeepTrack does not fully explain the value of attending.
03 Introducing the Concept
A page concept built around one question:
What would make a brand team see LUXEPACK New York as worth attending for its next packaging project?
Three Changes to Make
1. Clarify the value:
Connect the opening message to buyers’ packaging challenges, from sourcing to sustainability.
2. Make the offering tangible:
Show representative products, materials, and capabilities through concise, visual sections.
3. Build trust:
Support the premium positioning with registered attendee brands and footage of the show experience.
Recommendation
LPNY has already shown many valuable events on the Events within the Event page, but they sit too deep in the site for most visitors to find.
The immediate opportunity is to surface them, pull the highlights onto the Why Attend page, and add a button on each one that links to its page.
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Clarify the value of attending with a benefit-focused opening.
Surface key events and highlight their value to attendees.
Link to event details to support attendance decisions.
Build trust by highlighting recognizable brands registered to attend.
02
Result
PERFORMANCE vs 2025 BASELINE
+
7.4%
Pre-registration Growth
8,135 → 8,735
+
4.5%
Attendance Growth
4,860 → 5,077
58%
Conversion Rate
AUDIENCE QUALITY • 2025 BASELINE
Decision
Makers
75%
Exec · Director · Manager level
Brand
Teams
Represented
2,745
distinct companies · 1.84 avg
Top
Countries
Represented
3
United Satates 93%
Canada 1%
France 1%
Visitor mix 42% first-timers · 43% returning