Clark & Taylor repositions Ideal Home Show to attract younger visitors

New advertising for the Ideal Home Show is being launched in an attempt to lure younger and more high-spending visitors to the exhibition.

New advertising for the Ideal Home Show is being launched in an

attempt to lure younger and more high-spending visitors to the

exhibition.



The TV, press and poster initiative is the first to be produced by Clark

& Taylor since the agency picked up the pounds 2 million account in

October last year. The theme of the advertising - ’Inspiration. It’s

about knowing where to look’ - is part of an attempt by exhibition

organisers to rebuild a diminishing reputation as a ’must-go’ visit for

people looking for fresh ideas for the home.



Although the exhibition attracts about 500,000 visitors a year, it has

been losing out to furniture stores and out-of-town retailers such as

Ikea and Habitat.



Clark & Taylor’s campaign will run on 96-sheet poster sites in London,

bus-sides, London Underground cross-tracks, the women’s press and

national dailies as well as on TV throughout the Carlton region. It will

be augmented by 2.3 million wraparounds on local newspapers throughout

Greater London.



The agency was assigned the task of relaunching the exhibition, which

opens at London’s Earl’s Court on 18 March, without a pitch after the

business split with Mortimer Whittaker O’Sullivan.



The advertising is the first to feature a new logo for the show which

has been designed by Jones Knowles Ritchie.



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