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.
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.