Glow-worm’s premium boiler range, Ultracom, is being promoted by performance improvement agency River Marketing through comedy nights.

The events began in Cambridge in August and will continue to tour the country in 16 different city centre locations throughout September and October.  An exhibition area at each venue enables Glow-worm to display and promote its products, including Club Energy – its new and cutting edge web-based trade loyalty programme.

Andrew Baxter Parsons, account director at River, said: “We introduced the idea of a comedy roadshow after receiving a tough brief from Glow-worm.  We needed to create an event that would be entertaining and fun while meeting specific targets, including engaging with 2,400 one-off installers by the end of October and driving sales of the Ultracom range plus membership of Club Energy.

“Our predicted results for the campaign will strengthen Club Energy considerably and enable Glow-worm to deliver even greater value to its members.”