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Case Study

CELEBRATING 111 YEARS OF THE IDEA HOME SHOW


The world’s longest running exhibition, The Ideal Home Show, returned to Olympia London for a 17 day show run in Spring 2019 with a Best of British theme.

With a number assets including celebrity hosts and the show’s biggest ever show home, the client’s brief was simple: Generate coverage and hype before the show starts, when doors open and throughout the entire run

Ready10’s strategic approach, which also incorporated promoting the Eat & Drink festival, co-located at the same venue, was to create content driving opportunities at each stage of the show, building in layers of opportunity where necessary and creative ideas. This included;

• A first-of-its-kind, life-size Evolving Home

• Bringing to life the ‘Best of British’ theme, four specially-designed rooms will be on display to reflect the British Monarchy, featuring a 70s
inspired vintage living room for Prince Charles and Camilla

• A 360° Home Theatre which took visitors on an immersive 360-degree tour of the latest trends in architecture and design

• A best of British pub quiz will be hosted by Boycie from Only Fools and Horses in the show’s very own The Nag’s Head

…not to mention the media relations role of listings, Identifying trends and insights, full journalist and media programme and working with influencers and talent management

The show delivered 259 pieces of coverage (182 pieces pre-show directly driving ticket sales), 50 pieces of print (half being national), over 150 media attendees, 9 broadcast pieces, 162 links generated (119 follow links) and an average DA of 63. Not only did we deliver, in the client’s words “The best quality coverage that there’s been in years and years” the show had its best ever numbers for on-site re-booking of exhibitors ahead of the 2020 show.