Hot stuff in H&V
H&V is a biennial trade event for the heating and ventilating industry to showcase product development, provide a forum for issues and raise industry standards.
Following a successful launch in 2005, organisers Emap Maclaren tasked Wildwood PR with publicising H&V07 (NEC, Birmingham, 27 February – 1 March 2007) in the face of competition from a recently launched rival show, CMP’s M&E event, and cynicism from competitive media. Wildwood PR thus sought to position H&V07 as the top event for the heating and ventilation industry. At the same time, other key objectives included attracting exhibitors and driving show attendance in ways that retained and grew the core H&V audience whilst boosting end-user presence.
Wildwood PR identified the need to differentiate H&V07 and hence developed a show theme – ‘Sustainable Solutions For the Future’ – which focused on the key driver in the industry for renewable technologies and low energy products. The company also helped develop educational seminars and workshops for visitors in line with this overall theme.
To maximise coverage opportunities, Wildwood PR devised a two-pronged PR strategy. It created new and exciting reasons to write about and visit H&V07 by developing a unique feature attraction to celebrate the industry’s innovations, the H&V Hall of Fame.
This was underpinned by a solid media relations campaign to reach all target audiences. The first eight months of this campaign focused on exhibitors and potential exhibitors, whilst the final four months saw the emphasis switch to reaching visitors.
The H&V Hall of Fame embraced a display of landmark equipment that shaped the history of the sector, providing numerous media opportunities and a physical experience for visitors to enjoy.
Supported by H&V News and MBS Modern Building Services (a competitive title, but reaching a larger proportion of major consultants and end-users than H&V News), ‘Hall of Fame’ products and systems were selected and endorsed by top industry advocates and the CIBSE (Chartered Institute of Building Services Engineers) Heritage Group with the winner chosen by the industry via an on-line vote. FETA (Federation of Environmental Trades Association) director general Cedric Sloane, who championed the winning Roman Hypocaust system, was presented with a trophy in a ceremony at H&V07 with results issued to all relevant media to extend coverage beyond the show. In total, more than 900 votes were placed and 18 clippings generated as a direct result of this activity. All Hall of Fame selections were displayed in a special area on the exhibition floor for visitors to view.
In addition, Wildwood PR ran an extensive media relations campaign positioning event director Rowan Crowley as the expert face of the show. Ten by-lined articles were placed in priority media for Crowley to communicate authoritatively on key industry issues and the role of H&V07 in addressing these challenges. Coverage highlights include a feature on low carbon building grants in LABM (Local Authority Building & Maintenance – a key end-user title), a feature on legionella in Heating & Ventilating Review (H&V News’ main competitor), and an article on sustainability in Building Services & Environmental Engineer.
Pre- and post H&V07, Wildwood PR issued a series of tailored press releases to all relevant media, highlighting sector-specific material. This resulted in show previews and reviews in all the key titles. To ensure media had access to all relevant information, Wildwood PR ran a co-located press office at the show and from its offices. Tasks included managing on-site photography and press calls, supporting exhibitors’ own events and promotions, hosting a press reception (attended by 11 trade journalists), interviewing exhibitors and chairing Skills Centre sessions on renewable technologies.
Wildwood PR generated 186 non-paid-for clippings (182% increase on H&V05), with a total circulation of 16 million. The coverage equated to 12,045 single column centimeters – approximately 138 full pages of editorial.
Wildwood PR succeeded in converting the cynical media as demonstrated by 91 editorials outside Emap Maclaren’s H&V News with an advertising equivalency exceeding £140,000.
The agency secured 52 clippings in competitive media with contractor, consultant and building services end-user readers and a further 16 clippings in dedicated facilities management, industrial and public sector press (37% of the total number of clippings).
Wildwood PR was successful in communicating the key messages of ‘industry event’ and ‘sustainability’, achieving success rates of 71% and 49% respectively.
As a result of the PR and marketing campaign, H&V07 achieved a significant increase in exhibitors and visitors compared with the inaugural event in 2005. Exhibition space grew by over 65% and overall attendance rose 10% to 6,996. More than 25% of visitors came from large organizations with over 100 employees and the event attracted nearly three times as many end-user visitors (569 compared to 217).
H&V07 was supported by the sector’s biggest brands and its trade associations – CIBSE, FETA the HVCA and ICOM Energy Association – firmly establishing it as the major industry event.
“The PR campaign for H&V07 played a key part in the event’s success, attracting exhibitors and delivering high quality visitors” comments Rowan Crowley. “Effective coverage of the show’s theme and of features such as the Hall of Fame all encouraged potential visitors to recognise the many levels of information available, and positioned the show as the major industry ‘event’ for 2007. Specialist end-user and facilities management coverage secured real attention from clients, and their attendance at the show in far greater numbers and quality than ever before”.