Cogent Elliott has been appointed to handle the seven-figure marketing account to promote the Daily Mail Ideal Home Show in its centenary year.
The agency will develop advertising, digital and direct marketing, and branding after securing the brief in a five-way pitch.
The initial phase of the campaign will be a business-to-business campaign to attract innovative exhibitors using a range of creative incentives, including added value marketing packages.
This activity will be followed by a consumer campaign, designed to appeal to established Ideal Home Show customers, as well as first-time visitors.
Although concepts are being finalised, it is believed the campaign will see a move away from the ‘celebrity’ route traditionally taken by the show.
The show will take place at Earls Court in London from 14 March to 6 April 2008, looking at 100 years of innovation.
Cogent CEO Tim Pile, said the agency would be looking deliver a campaign that will “attract businesses and customers to what is going to be a major event in the 2008 calendar.”