Exhibition

EMAP Automotive
Publishers, exhibition, event and conference organisers.

Campaign
To promote, at short notice, The London Classic Motor Show.

Fee basis
Project-based fee for event.

Objectives
With five weeks to go, JSPR was asked to do its best to promote The London Classic Motor Show within London.

Strategy and plan
Despite the short notice, JSPR immediately set about planning the most effective campaign given the short editorial lead times involved. Besides the specialist automotive titles and freelance writers targeted, PR activity focused on local London newspapers, TV and radio. Following the issue of general and specialist press releases, reader ticket competitions were swiftly organised in a wide variety of newspaper titles within the M25.

Measurement and evaluation
The combined circulation of local newspapers running ticket competitions was in excess of 1.5m. Publicity generated included many front page mastheads, with quarter page editorials inside. The Show was featured in the Daily Mail (front page of the Weekend section), Daily Express, The Independent and Daily Star newspapers. Radio coverage included Choice FM and an interview broadcast twice on Saga Radio. On the opening day, a Russian TV crew, NTV, attended to broadcast a programme across Russia and the Baltic States the next day.

Results
The London Classic Motor Show was widely promoted to London audiences in the run up to the event. Advanced ticket sales were 34% up on the previous year. The event proved a capital hit with a 5% increase in visitors over the weekend. JSPR was re-appointed to promote a re-branded event the following year, Classic Cars Live!

Centaur Exhibitions
A UK exhibition and conference organiser.

Campaign
To promote the Business Travel exhibition.

Fee basis
Project-based fee per exhibition.

Objectives
To secure wider coverage in specialist and national newspapers read by managers, buyers and arrangers of business travel. In later years, the brief was extended to cover selected international business travel publications for the national show. JSPR was also called upon to support the regional exhibition in Manchester.

Strategy and plan
Each year, JSPR executed a carefully prepared media action plan. This included writing feature material for sponsor publications and arranging special feature articles in a variety of new publications in specialist sectors such as purchasing and secretarial. TV and radio coverage was targeted each year. In 1998, JSPR had to assist Centaur Exhibitions in heading off a rival show at Earls Court organised two weeks before Business Travel. The supporting PR campaign was so successful, the rival show closed down after just one year while Business Travel attracted record attendances to the Business Design Centre. In 2000, JSPR wrote the copy for a special front and back cover wrap-around to the Evening Standard.

Measurement and evaluation
Over the years, Business Travel was prominently featured in the Financial Times, the Evening Standard, The Guardian, the Manchester Evening News, Business Traveller, TTG UK & Ireland, Travel Weekly, Supply Management, Executive PA and Office Secretary. TV coverage included BBC1 Business Breakfast, BBC1 One O’Clock News, FT-TV, CNBC and MBC. Radio coverage included the BBC World Service and various local radio stations. Abroad, feature coverage was achieved in top business travel publications in many European and Scandinavian countries, most notably in Austria, Belgium, France, Italy and the Netherlands.

Results
Between 1997 and 2000, media attendance more than doubled. According to Group Event Director, Paul Robin: “The coverage JSPR achieved for Business Travel 2000 was outstanding.”