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