Opening doors to the Philadelphia Home Show
The Philadelphia Home Show has been a part of the Philadelphia region’s heritage for 30 years.
It's one of the largest home shows produced in the entire country, welcoming an average of 70,000 consumers each year. However, despite its strong legacy in Philadelphia, the 2009 Home Show set one of the worst attendance records in the Show’s history. And, while DDCworks' helped turn the Show's attendance around in 2010 to near record levels, we were challenged to outdo our own hard work and generate even more awareness and website traffic in 2011.
Up for the task, DDCworks' savvy media buying and public relations strategists worked together to develop an integrated program to drive Show attendance during tight economic times.
The DDCworks' team worked together to execute an integrated communications campaign to generate awareness of the Philadelphia Home Show's 30th anniversary and drive online ticket sales.
The agency's media team worked their negotiating skills and solid industry partnerships with key media partners to package a promotional program that included broadcast, print, online and outdoor buys; contests; giveaways and live personality appearances during the show. All paid call-to-actions drove consumers to the Home Show's website for a ticket discount.
The DDCworks' PR team put together a strategic plan for the 2011 Show aimed at celebrating its 30-year history in Philadelphia and communicate that it was the place to find the year's best deals in remodeling, landscaping and decor products for the home. The PR team became the show management team's right hand, getting involved in nearly every aspect of show's production and promotion, including strategic planning, message development, event planning and execution, celebrity talent coordination, show promotion via media relations outreach, press release writing and distribution, media interview coordination, and results capturing and reporting.
The agency was directly measured on its ability to secure positive media coverage for the 2011 Home Show, increase coverage as compared to the 2010 show, and drive traffic to the Home Show's website to generate online ticket sales.
The agency's media team successfully negotiated more than double the buy's media dollar value, equaling over a half a million dollars for the second consecutive year.