Interiors NEC Birmingham is the UK’s leading interiors trade exhibition. With thousands of key people visiting the show each year, this exhibition has become extremely established and has just taken place for the 26^th consecutive year. The White Room was appointed to develop a marketing campaign to target all areas of the interiors trade to entice them to exhibit at the 2011show in Birmingham.

The White Room proposed a targeted email campaign that was specifically tailored to all areas of the show from flooring, lighting, beds, fabrics as well as generic focus. Each email was designed to influence and entice potential exhibitors predominately through the creation of strong graphical icons alongside factual attendance figures that represented and appealed to the target market.

To support the factual information, each email incorporated a quote from successful exhibitors or key visitors.  This effectively helped to strengthen the message of how the show attracts the right people and is a great place to get your business in front of top relevant and serious buyers. A link to other areas of related interiors interest was also integrated into the email to help build knowledge of the developing show for 2011.

With the targeted market at the forefront of our design team’s minds during the email creation process, The White Room were able to supply direct and influential marketing material in a clear format which successfully attracted a substantial number companies to exhibit at the 2011 show.

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