Ideal Home Show in PR overhaul for younger appeal

The PR account for the Ideal Home Show has been divided between two of London's funkier agencies as organisers bid to attract younger visitors.

The twice-yearly consumer fest is to be promoted by Frank PR and Resonate - a blow to four-year incumbent agency Good Relations. Daily Mail Group (DMG) World Media marketing director Caroline Turvey said she wanted a 'fresh approach' to wooing visitors and 'generating news' in advance of, and during, the events.

Frank is plugging The Autumn Ideal Home Show (7-16 October) while Resonate is promoting next spring's 2006 Daily Mail Ideal Home Show.

Explaining the decision to hire two rival agencies on a similar brief, Turvey said: 'They are two very different shows with different planning cycles.'

Resonate pitched against three agencies, although it was recommended to Turvey by sister Chime agency Good Relations, whose account director Christine Morgan will work on the account with Resonate.

Frank is already working on DMG's forthcoming ski show.

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