Las ferias profesionales en Galicia: eventos de relaciones públicas como ejemplos de acciones de comunicación «below the line»

Abstract

This communication, framed on a research project funded by the Galician regional government, makes an approach to the communication and public relations actions used to promote Galicia as a tourist destination throughout conferences first, and trade fairs later.

The goal of this article is to give a complete sight about Galician trade fairs market and its promotion in order to fix some criteria to analyze this activity form the public relations perspective. Primary resources such as fair enclosures, public relations and events companies, public and private corporations,… as well as personal interviews and a wide variety of secondary resources has been used to complete the methodology issues of this paper.

In the conclusion, different aspects related to the trade fair organization, subcontracts, event seasonality, most frequent topics, advertising and promotion trends… can be read.