EVENT CAMPAIGN: Campaign: And the innovator award goes to..

The Ideal Home Show celebrated its 100th birthday in 2008 and as part of the PR programme to support it, Seventy Seven PR created 'Innovation Nation' - a search for the UK's best home inventor.

Campaign: Innovation Nation at the Ideal Home Show
Client: Seventy Seven PR
PR team: Daily Mail Group
Timescale: January - March 2008
Budget: Estimated to be in the region of £25,000

OBJECTIVES
To drive pre-show ticket sales. To increase attendance in the ABC1 core group as well as reaching a younger audience. To create national broadcast and print coverage. To position the show as the best place to find home innovation.

STRATEGY AND PLAN
The Seventy Seven team organised a competition to design a new household gadget fronted by TV scientist Adam Hart-Davis.

Non-working prototypes of 10 finalists' designs were displayed at the show, and visitors could vote for their favourite.

MEASUREMENT AND EVALUATION
Adam Hart Davis had a full day of interviews at launch including Radio 4's Today Programme, Radio 5 Live and a seven-minute piece on BBC1's The One Show.

The winning invention - designed by four 11-year-old boys - was also covered by BBC's Newsround.

RESULTS
On launch day the show's website saw a significant spike in traffic and ticket sales increased by 62 per cent.

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