Organisers of Horti Fair, set to take place in Amsterdam, the Netherlands, on 1-4 November, have announced that this year's event will see the introduction of the Marketing Cup.
The Cup will reportedly be presented to the exhibitor that succeeds in attracting the most visitors to its stand.
As a reward, the winning exhibitor will receive its stand area free of charge at the 2012 event.
Stand size will be taken into consideration, the organisers said, in order to ensure that all participants have an equal chance of winning.
Horti Fair director Frans-Peter Dechering commented: 'The Horti Fair used to award a prize for the most beautiful stand. But an exhibition stand is not powered by beauty or size, but by visitors. That's why we're launching this Marketing Cup.'
