A RIVETING TIME
Building awareness and newsworthy moments at a major UK trade show
25 MILLION
TOTAL MEDIA COVERAGE
220+
PIECES OF COVERAGE INCLUDING DAILY STAR, BUILDING TALK, CONSTRUCTION UK, BBC RADIO WM, EXPRESS & STAR
19%
INCREASE IN visitor numbers, YEAR ON year
What was the challenge?
We were briefed by Media 10, organisers of UK Construction Week (UKCW) Birmingham, the UK’s biggest event for the built environment, to raise awareness and visitor numbers for its flagship show at the NEC, which had been running for seven years.
While attendance at this trade event was good, there was room for improvement - and a major missing piece of the jigsaw was national and regional media coverage to raise the show’s profile in the surrounding West Midlands.
Our approach
As well as running a hard-working pre-show press office function issuing key press releases on the event launch, speaker and exhibitor announcements, and extensive outreach to all exhibitors to gather a host of newsworthy press pack materials, we created a number of unique PR moments with a regional angle to engage the local media and audience.
These included: extensive liaison with the WMCA to secure West Midlands Mayor Andy Street as a keynote speaker; liaison with our contacts at Make UK to secure Steve Cole, Director of Make UK Modular, as panellist for the Main Stage; working with Birmingham poet and storyteller Casey Bailey to pen a unique poem, Bricks and More Than, for UKCW Birmingham as well as visual video content to use for further exposure at the show and beyond.
“Working with Cab Campaign has been a dream. They feel like an extension of our team and come up with innovative and very creative ideas that add to our event offering. They understand our objectives and immerse themselves as much as we do in these two great industries. Our events are designed to be a show piece for their respective industries, and working with Cab Campaign allows us to get that message across in a number of ways”
Ready to grow your business?
Get in touch and find out how our campaigns can raise awareness and drive growth for your business