From B2B exhibition to glamorous live event brand

Salon International is one of the most influential, defining live events in the hairdressing world. A new brand identity and six subsequent annual marketing campaigns transformed it from an average-looking trade show into an exciting branded live event. Definitely a cut above the rest!

Make B2B more consumer

With around 40,000 visitors over three days, London’s Salon International is one of Europe’s biggest professional hair events. Despite relatively steady attendance levels, the brand and campaigns didn’t reflect the glamour and creativity on display to the immensely image-conscious audience. A cutting edge restyle was needed.

Glamour, style and inspiration

The ‘complete makeover’ showcases Salon’s glamour, inspiration and style, with the creative approach of an exciting live West End show. The brand initially relaunched with a new brand identity, website and fresh show photography that we art directed. This was supported by an eight-month advertising and direct marketing campaign to build awareness and anticipation throughout the industry. Subsequent annual campaigns bring the event to life with strong, coherent, and high visibility creative ideas.

Showtime!

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

 
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
Client

Reed Business Information

Project

Salon International rebranding

Sectors

B2B
Media & Publishing

Disciplines

Advertising
Awareness
Brand Strategy
Branding
Communications
Digital
Events
Experiential
Marketing
Positioning
Print
Promotional
Social Media
Strategy
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

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