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Creative / RCI Show - Advertising

Creative / RCI Show - Advertising

Client:

Unity Media

Sector:

Construction / Event

Brief:

Fabrick were commissioned by the publishing group of RCI (Roofing, Cladding and Insulation) to create a series of advertisements that would promote the inaugural RCI Show, have immediate visual impact and clearly communicate show details to a wide target audience.

The Solution:

Fabrick were asked to create adverts for two audience groups – those that work full time within the industry (roofing product manufacturers and contractors) and those where roofing forms part of their day-to-day activity (architects, specifiers, main contactors and quantity surveyors).

When creating designs, Fabrick’s creative team took into consideration a number of factors including the communication channels in which the adverts would be used, key audiences, quality of the exhibitors, inclusion of seminar sessions and a technical centre hosted by the NFRC (National Federation of Roofing Contractors).

This provided direction and content for the designs, with Fabrick creating a number of different visual executions designed to appeal to the different requirements and influencing factors of the two audience categories.

The creative was provided to Unity Media and delivered across a number of mediums including print and digital.

The Results:

  • Visuals created which captured this ‘must attend’ show
  • Successful targeting and engagement of two key audience groups – roofing specialists and industry professionals
  • The targeted campaign generated wide interest in the inaugural show
  • More than 2,500 key decision makers attended the event

“Fabrick designed and created a series of adverts for our RCI Show visitor’s campaign. By quickly identifying our needs based on the brief we provided, they were able to produce a hard hitting visitor campaign that increased the show’s awareness and ultimately drove visitors to the exhibition which proved to be very successful.”

Tony Brown, Event Director, Unity Media

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