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!
Impact & Results
- Increased visitor numbers by 2% in a recession
- 49,000 annual visitors
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.
Client
Reed Business Information
Project
Rebranding Salon International as Europe’s top hair show
Sectors
B2B
Media & Publishing
Disciplines
Advertising
Awareness
Brand Strategy
Branding
Communications
Digital
Events
Experiential
Marketing
Positioning
Print
Promotional
Social Media
Strategy
Visual Identity
Results
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50,000
Visitor numbers reached almost 50,000 over three days.
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Exhibitors rebooking for the following year before the show finished increased substantially
