Get the look: Salon International launches 2012 campaign by The Workroom
Posted by: The Workroom
Date added: Fri 27 Jul 2012
Reed Business Information this week launches its Salon International 2012 event campaign, working in partnership with creative agency The Workroom for the fourth year.
Salon International is one of the world’s most influential, inspirational and popular live events for the hairdressing industry. It takes place from 13-15 October 2012 at ExCeL, London. The 2011 event saw more than 44,100 visitors and almost half the exhibitors rebooked for Salon International 2012 whilst still at the 2011 event.
The Workroom’s fresh creative approach for the 2012 campaign reaffirms Salon International’s position as a leading hair event. The new execution expresses a sense of excitement of what the event will deliver. Its central idea is the combination of stunning show imagery literally built into short, bold typographic headlines such as ‘Get the wow factor’ and ‘Show stopping.’
The look and feel has been carried through to print ads, visitor brochure, targeted direct mail, posters, website (www.salonexhibitions.co.uk), social media marketing, ticketing and signage at the event itself.
Nicola Lazenby, Salon International’s Marketing & Exhibition Manager, says: “We believe Salon International’s continued success is in part due to The Workroom’s ability to perfectly capture the excitement of the event for our communications with a level of dynamism and glamour that is synonymous with the world of hairdressing.”
The print advertising campaign consists of seven different ads and kicks off with the event’s exclusive UK media associate Hairdressers Journal International. Advertising will also run in overseas trade publications such as Estetica (worldwide network), Coiffure (The Netherlands), Metamorphose (France) and Salon Magazine (Canada).
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