The 15th edition of SMOPYC, International Show of Public Works, Construction and Mining Machinery, to be held at the Zaragoza Trade Fair Centre from 5 to 9 April 2011, will see a number of important changes and innovations. Intensified international promotion, a new adjusted pricing policy and substantial improvements to facilities and services are just some of the initiatives being taken by the Steering Committee to ensure that SMOPYC 2011 is even more successful than previous editions.

Nine months separate us from the 15th edition of SMOPYC, the most important event of the year for both the Spanish and international construction sectors. The figures for the previous edition in 2008 speak for themselves and underline the significance of this Show. The event has both strategic and sales value for companies, as it represents the key to accessing the markets of Europe, South America, Africa, the Mediterranean Arc and Asia. Despite being held at the beginning of the recession, the last edition obtained the best results in the history of the event, with over 100,000 visitors and 2,014 exhibitors from all over the world. It was a great success, with a total exhibition space of 400,000 m2, including the essential outdoor areas which offered the scope required to facilitate live demonstrations of the capacity and power of heavy machinery. It should be borne in mind that more than a quarter (27.15%) of exhibitor companies belong to the earth moving and road construction sector, making it absolutely vital to have sufficient space available to companies participating at the Show.

Experience and excellent results, the best recommendation for SMOPYC 2011 SMOPYC not only enjoyed record-breaking growth in 2008, but there was also unanimously positive feedback from exhibitors. More than 90% expressed an intention to participate in 2011, 85% achieved their objectives, 92% felt the level of professional visitors to be of high quality and 75% established international contacts. SMOPYC is aware that the event is a tool of primary importance in increasing the competitiveness of companies. With an air of realism and despite these difficult times for the sector, the organisers have taken up the challenge of sustaining the trend of continuous growth which began 30 years ago and has made SMOPYC one of the top three fairs in the world within its sector.

The Steering Committee of SMOPYC 2011, made up of the leading companies and sectoral associations, has adopted the primary objective of offering support to the sector in its quest to recover impetuous and drive. SMOPYC refuses to rest on its laurels and so its promotional campaign began at the last edition of Bauma, in Munich, where it had its own stand, made a spectacular presentation and carried out a number of sponsorship actions. Following the same promotional strategy, the Show also participated last May at the annual convention of the Spanish Association of Leasers of Aerial Work Platforms (Anapat), one of the most representative and influential associations in the sector. In addition, SMOPYC 2011 recently launched the Technological Innovation Awards, with a closing date for applications of 12 November 2010. These awards are now a classic part of the event and offer reward and recognition to the R & D & i work of the sector’s leading companies.

Mr. Sergio Diloy, Director of SMOPYC 2011, has outlined the main innovations and actions thus far presented for the purpose of guaranteeing the success of this edition. One of these is a reduction in prices. SMOPYC has always been sensitive to the needs of the sector and the Zaragoza Trade Fair Center has made a great effort to adjust its prices to the current climate, with a 30% reduction in rates compared to the previous edition. This, allied to a discounts policy for exhibitors, which can reduce participation costs by up to 43%, brings prices close to 2002 levels.

In addition, Mr Diloy said, “We can announce that we have signed agreements with the great majority of the Zaragoza hotel sector, which as we know has doubled its capacity, to ensure moderate maximum prices, adjusted to the class of hotel”. In parallel to this, and for the purposes of increasing the choice of accommodation, an option to create accommodation and transport packages in cities served by the AVE (High Speed Train) is being studied, as is the possibility of offering accommodation in private houses.

While prices for the event are decreasing, activity on the promotional front is being stepped up in order to ensure the success of SMOPYC once again. For this purpose, a three-phase communications campaign has been designed. This will be managed by the leading agencies both in Spain and abroad and supported in the main media. All this allied to a major advertising campaign (television, radio, newspapers, online, outdoor) “will make SMOPYC the sales platform and meeting point we all need to drive the sector forward” adds Mr Diloy.

The communications campaign revolves around the following strategic objectives – to lend prestige to the sector, to transmit the relevance of this industry in terms of general economic recovery and to obtain media coverage, both in Spain and internationally. SMOPYC has been present at all events, awards, congresses, association assemblies and presentations of public works, construction and mining machinery worldwide and plans to be present at those events yet to take place. As the Director of SMOPYC points out: “In addition to all this we have the SMOPYC 2011 National Presentations tour, which from next September will travel throughout Spain to promote the event in more distant regions such as Galicia, Extremadura, Asturias, Andalusia, Murcia, etc.”.

This edition will also see the introduction of the Guest Country initiative. Algeria has been proposed on this occasion due to the great interest it holds for the sector at this point in time. Finally, with respect to international promotion, a decision has been taken to select a number of countries for the purposes of intensifying promotion and optimising results. The countries considered most suitable are, Morocco, Algeria, Brazil, Chile, Argentina and Mexico. According to Mr Diloy, “Throughout these years we have been working hard on the internationalisation of the event. These efforts are now bearing fruit and we are in a position to announce a great innovation in the form of a program of interviews and customized schedule for exhibitor companies at SMOPYC 2011”.

Two initiatives are underway to facilitate access to the grounds of the Zaragoza Trade Fair Centre. The first is the establishment of a special entrance and exit security unit, which will work in coordination with the Guardia Civil. This system was used successfully at FIMA 2010. The second is the possible creation of an access to the Z-40 outer ring road, availing of the construction work to the 2nd AVE station. There will be improvements to air conditioning systems with power requirements being reviewed and increased. With respect to logistics, work has begun to improve transport to Zaragoza and bus services between Zaragoza, the Trade Fair Center and hotels. Discounts offered both by Iberia and Renfe to exhibitors and visitors have been maintained.

There is also a new initiative which has already operated at other fairs organised by the trade fair centre. This consists of the exclusive hiring of an AVE carriage at two departure times in the morning from either Madrid or Barcelona and the hiring of a carriage for the corresponding return journey. Sales of these tickets, which carry discounts of between 35% and 40%, close 15 days before the date of travel. On arrival at the station and on returning from the fair, clients will enjoy exclusive transport and a hostess will be on hand to provide assistance. Transport links to the trade fair centre will include the normal services from the city centre and the AVE Station. It is hoped to establish direct routes or services to the trade fair from different hotels and from the Plaza complex and also to provide a shuttle service to and from the airport.