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Home improvement fans put the London Ideal Home show on the top of their
lists, with around half a million visitors each spending an average of
£500-plus at the show (and who knows how much after that). But with
hundreds of exhibitors competing for that attention and spend, Omnia and
Dimplex worked together to go the extra mile.
Dimplex was put forward
to feature in the designer houses, one of the highlights of the
exhibition. The fires, towel rails and new DuoHeat radiator were
selected to be displayed in the purpose-built exhibit.
But in
addition, we negotiated the rights to have a specially produced Dimplex
‘home interest’ magazine distributed to the crowds queuing to see the
Allied Carpets ‘Artist’s House’.
It had a
competition to help measure response and directed readers to a dedicated
freephone number and a similarly styled web site.
The level of
interest was so high that the exercise was repeated at the autumn show
and plans are in hand for next spring.
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