With over 45,000 visitors over three days, Salon International is one of the UK’s biggest B2B trade shows. Despite relatively good attendance levels, the marketing team felt they could achieve more and asked us to create a new style of campaign in 2008.

Salon’s primary audience is far more brand aware and image conscious than most. Our mission was to reflect Salon’s glamour, creativity, inspiration and style through the look and feel of an exciting live event brand rather than a ‘typical’ B2B trade show. Our new identity had immediate impact – the ad campaign, website and range of direct marketing ideas created much-needed anticipation. The event itself was enhanced with new-look programmes, ticketing, posters, display banners and a co-ordinated wayfinding system. We did a complete makeover for the brand and event in 2008 and our work over the past couple of years builds on those original concepts.