coverings

PUBLIC RELATIONS AND SOCIAL MEDIA

CHALLENGE
The country’s largest reigning trade show and conference for tile and stone, Coverings was recording disappointing attendance figures among architects and interior designers—a key audience for specifying these materials. In 2005, convention management turned to us for our unconventional PR thinking to help boost those numbers as well as the expo’s dulled image.

SOLUTION
A relationship-building strategy with key professional organizations including AIA, ASID, IIDA and others helped spike A+D show attendance 87 percent in 2007 from the previous year, and subsequently kept the numbers climbing consistently the following five years.

VP+C freshened up show programming…bringing celebrity speakers to the conference from the HGTV and DIY networks…engaging the participation of top architectural firms in a number of newly conceived initiatives…and aligning the show with groups such as the Chicago Mosaic School and Resource Directors Associations (gatekeeper materials librarians at architectural firms). For an annual press trip to the show, we snagged top consumer editors and introduced active design bloggers to the experience, as well.


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