LUXE PACK NEW YORK • EVENT MARKETING
Using Integrated Marketing Strategies to Drive Event Registrations While Elevating Brand Identity
Role
Marketing Assistant
Timeline
March 2026 - May 2026
Team
LuxePack USA
Tool
Excel, Event Maker, Hubspot, Canva, Adobe Creative Suite, CapCut, LinkedIn Analytics
+ 7.3%
Pre-registration YoY
+ 3.4%
Attendance YoY
01
Event
Overview
CONTEXT
LUXE PACK New York is the brand’s flagship U.S. edition and a mature B2B trade show for luxury packaging. As part of a two-person U.S. marketing team, I supported social media, email, website updates, education-program promotion, and campaign coordination for the 2026 edition.
The challenge was not rebuilding demand, but creating incremental growth for an already high-performing event.
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 2026 PERFORMANCE
+
7.4%
Pre-registration Growth
8,135 → 8,735
+
4.5%
Attendance Growth
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)
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
01 DRIVE INCREMENTAL GROWTH
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 Strategic
1
Optimize acquisition channels
2
Create more educational content in video format
3
AB test on emails
SOCIAL MEDIA CONTENT
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
EMAIL A/B TESTING & CONVERSION OPTIMIZATION
We run A/B tests to identify the messages and creative approaches that drive higher engagement and registration intent.
Hypothesis
Specific subject line would outperform the generic one framing by giving non-registered prospects a clearer reason to open the email.
Version A — Generic
5 Reasons to Attend LUXE PACK New York
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.
Delivered
25,844
Open Rate
4.31%
CTR
5.14%
Get Your Free Show Pass
Version B — Specific
Find the Packaging Partners Your Next Launch Needs
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.
Delivered
25,844
Open Rate
6.86%
CTR
7.24%
Get Your Free Show Pass
Controlled variable: email content, design, CTA, audience, and send time.
Primary KPI
Subject line primarily influence whether recipients open the email.
Impact
+ 59.2%
Open Rate
was statistically significant
(p < 0.001)
Conclusion
Specific > generic
Audience responded more strongly when the subject line communicated an immediate, practical benefit rather than simply promoting the event.
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