Interbuild is a leading construction trade exhibition, owned by EMAP construct.
Challenge
With the recession brewing negativity in the industry, plus the fact it had moved from being a bi-annual to an annual event, it needed to position itself as a visitor grabbing, sustainability-focussed show that delivered more than the competition could.
Solution
The centre piece for the 2008 show was ‘The Village’ – a sustainable community built within the exhibition hall. A press launch with speakers including David Bellamy helped grab the attention of the trade press media.
During the show itself, several broadcast channels were invited to see the construction industry in action. Page three girls from the Daily Sport were also drafted in to bring the truck and tool hall to life, in a bid to attract the attention of ‘white van man’.
Results
The show secured six leading speakers and attracted more than 200 journalists from key trade titles. The BBC filmed the show on press day, leading to coverage on the BBC News Channel and BBC TV Midlands and national press coverage appeared in The Independent and the Daily Sport.
