WINNER: 'MOST OUTSTANDING MARKETING CAMPAIGN'
Great news at Cyclone HQ. One of our campaigns has just taken out the award for ‘Most outstanding marketing campaign’ at the Exhibition & Event Australia Association Awards.
Our client Informa Exhibitions is a major international player in the world of exhibitions and conferences and mounts an impressive list of exhibitions in Australia.
One of their most important events for the year is the Build & Renovating Expo, operating in the very competitive Home Exhibition market.
For 2013 it was agreed to rename and rebrand the exhibition, develop new creative and plan a more integrated media program.
As a start point Cyclone set up qualitative research that provided some real insights as to what renovators really want from an exhibition.
Along with a new name and refreshed logo this set the direction for an impactful campaign using the emotional and highly relevant ‘ dream home theme’.
Success depends on maximising cut through and reach in the critical two weeks prior to the exhibition opening. To achieve this the campaign cleverly integrated 30 and 15 sec TV, press, magazine, radio and digital advertising.
The digital campaign was based on a Herald Sun home page buyout and the highly effective Cadreon targeting system.
The award was vindicated by attendance results, particularly ‘real’ renovators , and a positive response from exhibitors who experienced record leads and sales.
Rod Fuller - General Manager