The International Dental Trade Fair KRAKDENT®, organized by Targi w Krakowie Ltd., has won the prestigious 2025 UFI Marketing Award, granted by the Global Association of the Exhibition Industry (UFI). The jury recognized the KRAKDENT® trade fair campaign as the most effective and best-tailored to the young generation of trade fair participants.
This year's edition of the competition was held under the theme "NextGenConnect: Marketing Strategies Engaging Younger Generations." Its goal was to highlight innovative promotional activities that effectively attract, engage, and inspire representatives of the Millennial, Gen Z, and Gen Alpha generations to participate in trade fair events. An important aspect was also presenting tools that will help maintain the significance of trade fairs in the future.
The 30th anniversary edition of the International Dental Trade Fair KRAKDENT® perfectly aligned with the competition's theme. This demanding, specialized event - aimed at dentists, dental technicians, and dental hygienists and assistants - this time clearly focused on young professionals.
![UFI_WINNER_FB_2.png [175.70 KB]](https://targi.krakow.pl/storage/image/core_files/2025/6/26/45512d77343ea025b6484a842d055a5a/png/twk/preview/UFI_WINNER_FB_2.png)
The key to success proved to be a thoughtful, long-term marketing strategy. It was based on modern forms of communication - storytelling, video marketing, and a strong presence on social media. Thanks to fresh narrative and consistent actions, they managed to establish an authentic dialogue with the younger generation, building a lasting relationship with the brand.
"The UFI Marketing Award 2025 is a huge honor for us and exceptional recognition of our work. We are moved, especially since this is the first such recognition for a company from Poland," says Ewa Woch, President of Targi w Krakowie Ltd. "As a private company operating in the events market, we face different challenges than large public institutions. We are all the more pleased that the jury appreciated our creativity, innovation, and thoughtful strategy. This award opens new international opportunities for us."
In the competition's final round, alongside Krakow Trade Fairs, AsiaWorld-Expo from Hong Kong and Targi Kielce S.A. were also featured.
Winning the competition places Krakow Trade Fairs among the leaders of the global trade fair market. The award-winning campaign will be presented during the UFI Global Congress, which will take place in November 2025 in Hong Kong.
More information about the competition: ufi.org/award/the-2025-ufi-marketing-award
The next edition of the International Dental Trade Fair KRAKDENT® will take place April 16-18, 2026 at the International Trade and Congress Center EXPO Krakow.
Event website: https://krakdent.pl/
More about the organizer: https://targi.krakow.pl/
More about the venue: https://expokrakow.com/
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