Securex South Africa and Co-Located Shows Win Marketing Distinction at the 2025 AAXO Awards
Celebrating bold strategy and collective impact across four co-located industry events
Securex Leads the Way in Marketing Excellence
At the 2025 AAXO ROAR Awards, Securex South Africa, along with its co-located shows—A-OSH Expo, Facilities Management Expo, and Firexpo South Africa—was honoured with the Distinction in Marketing award for trade events under 6,000sqm.
This recognition highlights the power of collaboration and strategic planning across four interlinked events serving the security, occupational safety and health, facilities management, and fire protection sectors.
Held at the Johannesburg Expo Centre, the AAXO Awards celebrated the theme Forging Strength: Celebrating Resilience and Innovation. For the Securex portfolio team, the award is a powerful nod to their ability to drive unified messaging, engagement, and results across multiple audiences.
“We’re incredibly proud to receive this award,” said Mark Anderson, Portfolio Director. “It reflects the combined effort of our team across all four shows. While Securex is the flagship, it’s the strength of the collective that made this campaign so effective.”
Marketing Strategy That Spoke to Four Audiences
One Integrated Campaign, Four Distinct Focus Areas
This year’s campaign was designed to bring together diverse industry sectors under one clear message: Securex and co-located shows are where business gets done.
The strategy included:
- Segmented marketing streams for each show
- Shared visual identity and storytelling across platforms
- Integrated lead nurturing, email workflows, social media, and advertising
- Unified event branding to strengthen awareness across overlapping industries
Whether attendees were coming for security tech, workplace safety, fire protection, or facilities innovation, the campaign positioned the 2024 edition as a must-attend ecosystem.
Delivering On-Site Experiences That Drove Engagement
The team also executed a robust on-the-ground programme that encouraged cross-pollination across the four shows, including:
- Drone and K9 demonstrations in the Securex zone
- Live fire safety and evacuation displays in the Firexpo area
- Workplace safety seminars under A-OSH Expo
- Facilities tech and energy efficiency demos within Facilities Management Expo
- Shared registration and navigation touchpoints for a seamless visitor journey
“The energy across all four halls was incredible,” Anderson added. “Our visitors had more reasons to stay longer, learn more, and connect across industry lines.”
A Growing Footprint in 2025
With this win, the Securex and co-located events are building on their momentum with exciting plans for this year:
- Securex Johannesburg returns to Gallagher Convention Centre in June
- Securex Cape Town debuts later this year, extending the event’s national reach
The full show portfolio will once again bring together exhibitors and visitors in:
- Security & surveillance
- Workplace health and safety
- Fire protection and prevention
- Facilities and building management
Each show provides targeted value while contributing to a powerful collective experience.
Group Success Across the Board
Specialised Exhibitions also celebrated another win at the AAXO Awards, where Electra Mining Africa took home Best Trade Exhibition over 6,000sqm.
Earlier this year, the team received four EXSA-LLENCE Awards, including:
- Best Large Event – Electra Mining Africa
- Best Overall Event
- Association Award
- Best Organiser – Exceptional Services (as voted by members)
Together, these honours reflect a company-wide commitment to excellence and innovation across sectors.
Why the Award Matters
This Distinction in Marketing award recognises more than a campaign—it reflects the value that Securex and its co-located shows deliver to:
- Visitors – through an immersive, content-rich experience
- Exhibitors – with access to more qualified leads and new audience segments
- Industries – by bridging conversations across safety, security, and infrastructure
In a time where exhibitions must prove their ROI, Securex and its partners are setting the standard.
Explore the Four Shows
Whether you’re looking to exhibit or visit, here’s where to find more information on each of the co-located events:
- Securex South Africa
- A-OSH Expo
- Facilities Management Expo
- Firexpo South Africa
- Why Exhibit
- Latest News
