Trades Exhibitions wanted to move the UK's largest trade health and beauty exhibition from Olympia, its home for 15 years, to Excel in 2005.
The move needed to be communicated effectively, but Professional Beauty 2005 also needed to compete with a rival show launching weeks later.
A logo was designed to strengthen the brand identity. A £650,000 marketing campaign included a three-tiered advertising campaign using the strapline, "Your show, the industry event, has moved".
Extensive direct mail activity offered discounted travel offers and mini-maps sent to potential visitors as well as "We have moved" postcards sent out alongside show tickets.
Exhibitors were offered free marketing including the chance to have their own page in show tickets.
Professional Beauty 2005 took place across three days, offering eight educational seminar programmes, river boat cruises and the UK's first purpose-built spa at an exhibition allowing visitors to enjoy free treatments.
In total the show received 40,254 visitors (ABC audited) with more than 59,000 pre-registering. The exhibitor on-site rebooking rate for the 2006 show reached 68%.
SILVER - Thames Gateway Forum
The Thames Gateway is Europe's largest regeneration project. The purpose of the forum is to bring together key groups delivering the project.
Meetings of Minds' aims were to sell 2,000sqm of stand space and attract 3,000 visitors. The event needed to be profitable and be an event people would be happy to pay for.
An ad campaign established a bold new look with three types of advert.
Media partners included The Evening Standard Homes & Property and The Observer.
Some 3,693 visitors attended and 134 exhibitors occupied 2,185 metres.
GOLD Organiser: Trades Exhibitions Exhibition: Professional Beauty 2005 Key Suppliers: Image Creative Design; Bite CP; Fresh OI SILVER Organiser: Meetings of Minds Exhibition: Thames Gateway Forum FINALISTS Organiser: Advanstar Communications Exhibition: Brand Licensing 2004 Organiser: Haymarket Exhibitions Exhibition: Clotheshow Live Organiser IIR Exhibitions Exhibition: Northprint 2005