Launch and Promotion of the Two Day Event

Client: Glow Beauty + Vitality

This campaign was designed to positively promote the first ever glow (Glamour, Lifestyle, Oasis and Wellbeing) Beauty & Vitality Show - the first all-female exhibition of its kind in Northern Ireland - to it's target female consumer audience. With a small budget it was CMPR's aim to make a major impact within the print and broadcast media, and keeping spend to a minimum by utilising creative PR ideas.

Underpinning all PR activities for glow were a number of objectives, including:

  • Establish glow as the first ever female beauty/lifestyle exhibition in NI
  • Generate awareness of glow to beauty and lifestyle businesses for recruitment purposes
  • Educate female consumers in NI about the meaning behind glow
  • Generate excitement and awareness of the exhibitors involved
  • Generate footfall during the weekend of the show

CMPR worked successfully with the team at glow over a total of six months to deliver an effective campaign including of media and non media activities with synergies across the event's advertising campaign.

The campaign focused initially on trade media to recruit exhibitors, then on the appointment of Zoe Salmon as the event's ambassador to build excitement and set the date, followed by a series of exhibitor focused articles to maximise interest and ultimately coverage. The team targeted print, broadcast, online and social media to create an integrated campaign which successfully targeted the female audience, bringing over 10,000 people to the event and generating an estimated £'000's business for exhibitors.  Over the six months of the campaign the opportunities to see exceeded 12,000,000 based on 73 articles and 10 broadcast pieces. This equates to approx £250,000 worth of coverage which was gained across NI National and EIRE press. BBC Radio came live from the event with an Outside Broadcast of their Saturday Magazine Show.

Hayley Harrison - glow Organiser, Robinson Exhibitions
"CMPR provided a superb press office and agency facility for glow. As the first exhibition of its kind, there was a huge educational requirement but the team at CMPR achieved fantastic results across our target market whilst positioning the event as a fun, informative, unique and revitalising experience."

The Press