Social Media Numbers Reach a New Pinnacle at Vision Expo

November 21, 2018

The social media platforms of Vision Expo West 2018 reached an all-time high with a double-digit percentage increase across impressions, engagements and video views compared to the year before. 

Held Sept. 26-29 at the Sands Expo & Convention Center in Las Vegas, Vision Expo West and its East Coast edition, Vision Expo East, are B2B conferences and exhibitions for eyecare and eyewear professionals presented by co-owners Reed Exhibitions and The Vision Council. 

In the 30 days following the Show, reports indicate impressions, engagements and video views climbed up by the thousands, according to show officials.

Social media highlights collected from Vision Expo’s Instagram, Twitter, Facebook and LinkedIn feeds include:

            •           Over 3.8 million impressions

            •           16.7 million #VisionExpo hashtag impressions

            •           More than 14,000 engagements

            •           Upwards of 57,000 video views

Pre-Show social media efforts included a focus on Vision Expo West’s 30thanniversary with giveaway contests, themed hashtags and a focus on Founding Exhibitors. 

According to Mitch Barkley, vice president of trade shows and meetings for The Vision Council, by building momentum before the event with targeted social media campaigns, show organizers were able to expand the Show’s social media presence with continual coverage of the daily events and programs that kept attendees involved online and onsite at the event.

“Vision Expo serves a wide variety of individuals within the vision community and we aimed to produce content that would engage the entire industry,” Barkley said.

Vision Expo

The show also partnered with various social media influencers from the vision community to ramp up pre-Show excitement with personalized advice.

Onsite in Las Vegas, Vision Expo continued its partnerships with influencers to promote daily events and panels with social media “takeovers.” Covering the medical pavilion of Vision Expo West, Dr. Bridgitte Shen Lee, co-founder of Vision Optique and founder of iTravelCE, introduced various exhibitors through a collection of live Facebook videos.

“There are so many exciting new technologies and innovations in ocular surface disease management and myopia control,” said Dr. Lee. “It was a wonderful opportunity to interview the exhibitors at Vision Expo West and to share their latest advances on social media for others to see.”

Vision Expo was also the destination for exclusive events celebrating the energy and effort influencers put into their social media platforms to promote the optical industry. 

For example, the first-ever EyeStyle Influencer Event hosted by Sheena Taff of and Dr. Arian Fartash of @GlamOptometrist, sponsored by Marchon and VSP, gathered 30 social media influencers from the vision community. 

In a featured panel discussion, influencers discussed trends and topics that drive their social media efforts as well as their hopes of bringing more eyecare providers into the social networking arena.

“The EyeStyle Influencers Event brought together social media influencers in the vision community that go above and beyond to promote the optical industry,” Taff said. “Social media is so dynamic in today’s world and using it allows influencers to step outside of their day-to-day business to put the eyecare industry in front of the public eye.”

Several social media influencers were also invited by Show organizers to a trip in the High Roller Observation Wheel, located more than 500 feet above the Las Vegas Strip, for an opportunity to network and sample eyewear products provided by members of The Vision Council.

Vision Expo East 2019 is set to take place March 21–24 at the Javits Center in New York City, while Vision Expo West 2019 will return to the Sands Expo Sept. 18–21.


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.