Transforming a trade show into an exciting live event brand

Client

Reed Business Information

Project

Salon International Marketing Campaign

Sectors

Arts, Leisure & Entertainment
B2B
Media & Publishing

Disciplines

Advertising
Branding
Communications
Digital
Visual Identity

Results
  • 50,000

    Visitor numbers reached almost 50,000 over three days.

  • Exhibitors rebooking for the following year before the show finished increased substantially

Salon International is the most influential, defining live event in the world of hairdressing. The new brand and subsequent annual campaigns have transformed Salon from an average trade show into an exciting live event that’s a cut above the rest!

Making B2B more personal

With over 40,000 visitors over three days, Salon International is one of the UK’s biggest B2B trade shows held at the Excel, London. Despite relatively good attendance levels, the existing identity + campaign for the show didn’t reflect the glamour and creativity on display to the brand aware, image-conscious audience. A cutting edge restyle was needed.

Glamour, style and inspiration

The ‘complete makeover’ now showcases Salon’s glamour, inspiration and style, with the creative approach of an exciting live West End show rather than a ‘typical’ B2B trade show. A new brand identity and website launched the look, and an eight-month advertising and direct marketing campaign built awareness and anticipation throughout the industry as the big event drew closer. The show itself was enhanced with dramatic large-format backdrops, new look programmes, ticketing, and a co-ordinated wayfinding system.

For the last six years, we have honed the plans, designed & executed the marketing campaign and art-directed the photography onsite over the three-day event with photographer Jim Varney.

Showtime!

Visitor numbers have increased year on year and even, even during challenging economic times many exhibitors rebooked for the following year before the current show even closed its doors.

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Workroom got right under the skin of the brief and created a really powerful and animated campaign which perfectly communicates the many facets of our event. Their original ideas, creativity and enthusiasm have truly blown me away.

Nicola Lazenby
Senior Marketing Manager, Salon International

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I’m really excited about how the campaign is going to work this year - it looks amazing. As you can appreciate, I’ve worked on Salon for over 20 years, and the work you’re doing is moving it on at a great rate – I’m delighted!

Jayne Lewis-Orr
Publisher / Editor in Chief, Hairdressers Journal International / Health & Beauty Salon

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