If a brand gets as big as Interbuild it needs to work hard to stay in touch with its original advocates. When research highlighted the drift of professional trades, IAS rallied them back to Interbuild with ‘Test the Trades’.
Interbuild is the UK's largest and longest running construction
exhibition. It attracts a wide range of visitors from specialist
contractors to installers, specifiers and end users. Market
research showed that professional trades felt the show no longer
served their interests. IAS' strategic PR campaign launched a
national skills promoting competition, 'Test the Trades', with a
staged final on the first day of Interbuild. Championing
professional trades, the live final was compèred by a real trade
hero - Craig Phillips - and judged by the Federation of Master
Builders. The campaign generated 80 pieces of coverage and a
combined circulation audience of 2.9million readers, with
advertising value equivalent of £120,000. Sponsorship expectations
increased to £120,000 for the 2007 show, and pre-registration was
increased by 30%.