Motionlab to help launch national industry showcase

After successfully helping fashion an award-winning trade show for the glazing industry, digital agency Motionlab has been set a further and arguably even tougher creative challenge, re-establishing a national showpiece for the building and construction sector.

Appointed by the organisers of the Fabricator Installer Trade (FIT) Show, for whom Motionlab provided all on and offline marketing, the agency reassumes the role of creative associates for the inaugural ‘Build Show’.

Due to be hosted biennially beginning in April 2015 at the NEC in Birmingham, the Build Show will be the first such vehicle aimed at building and construction contractors at all levels of the market for more than five years.

Renewed optimism in the sector and the way in which The FIT Show was so graciously embraced gave the organisers the motivation they required to create a regular exhibition dedicated to the building and construction fraternity and replicate the buzz generated. They demonstrated similar decisiveness when reappointing Motionlab to create what they believe will be the biggest building and construction show the UK has ever seen.

A substantial seven figure marketing budget has been made available so that all marketing channels can be fully exploited. ‘The Sun’ newspaper has also been recruited as national media partners to ensure that every level of building and construction can be reached to drive a targeted visitor count of 30,000+ people and 500 exhibitors to the 35,000 sqm. of exhibition space in three NEC halls.

Motionlab has commenced by crafting and unveiling phase one of a brand new digital platform and exploiting social media to prompt initial interest within the sector.

Stage two of the website will be released later this month as larger numbers of high profile exhibitors and industry representative organisations join the event.

A consistent combination of digital and press-based advertising will be employed over the next 12 months, utilising email marketing and well-known trade publications to generate awareness, with the strapline of ‘something big is about to happen’.

Roadside advertising for major transport links around Birmingham and the West Midlands is also currently being developed and the team are exploring the feasibility of building a dedicated app.

All Build Show requirements are being completed alongside Motionlab’s existing FIT Show creative duties ahead of that particular event’s second hosting in June, an exhibition that has so far won numerous event industry awards.

In addition to capturing an AEO Excellence Award for ‘Best Trade Launch Show’ and ‘Promotional Campaign of the Year – Trade’ at the G Awards, the first edition of The FIT Show has just been nominated in four categories at the Exhibition News Awards including ‘Best Marketing Campaign’ and ‘Best Use of Digital’. Paul Godwin, Managing Director of both events commented: “Motionlab has created some extraordinary campaigns for us that have wowed the exhibition industry but more importantly of course, helped us to bring in exhibitors and visitors in large numbers. After success with The FIT Show there could only be one partner for us with the Build Show.”