WIDELY AND POWERFULLY PROMOTED

NEW START SCOTLAND is a high profile, eagerly anticipated event thanks to a comprehensive marketing campaign across a broad range of media.

TV Commercials

In 2008 the show was promoted to a new audience with a series of television commercials in the month before the show. The adverts brought significant increase in general awareness of the event and visitor numbers, and a new high impact commercial will broadcast for the 2009 event.

The campaign will have high impact across the STV network in the month before the exhibition.

With a broad audience reach, the TV commercials will significantly increase both general awareness of the event and visitor numbers.

Newspapers and Magazines

Target press will carry prime location adverts for three months before the exhibition, nationally and locally.

The main titles used will be The Herald, The Daily Record, The Scotsman, The Sunday Mail, The Sunday Herald, Scotland on Sunday, The Evening Times, and The Metro.

The adverts will appeal to potential visitors from the SME and new start sectors. Separate, dedicated supplements will be used in the week before the event to highlight the full range of opportunities available at the exhibition.

The response from every advert will be assessed for both quantity and quality of registrations, and the campaign will be planned and updated to maximise response.

PR

Working with a nationally renowned agency, Insight Events will use a series of interviews, articles, surveys, competitions and news releases to ensure the event enjoys highly visible media attention during the build up to the show.

Insight Events has a successful track record of achieving very effective PR exposure on TV, radio, newspapers, magazines and the Internet.

Using topical issues associated with the event, the coverage will encourage potential visitors to grow their business by using exhibitors' services, before, during and after the event.

Information Leaflets

Over 200,000 information leaflets will be distributed prior to the exhibition, highlighting features, seminars and exhibitors, and encouraging.

These leaflets are distributed through a wide-ranging group of partner organisations, including government, commercial and charity bodies and associations.

They're also distributed nationally though accountants, serviced offices, business advisors and business centres.

Internet and Email

The show website www.newstartscotland.com will be the main source of ticket registrations. The site is promoted online using the latest search engine techniques, extensive email marketing from partner organisations and associations.

Hundreds of related websites will feature a series of promotional web banners driving potential visitors to register through the show site.

Insight Events will also use a co-ordinated series of viral campaigns promoting both the show itself and the website using associated themes and topics. All potential and previous visitors are kept up to date with show developments and features through a series of email newsletters.

The database of interested owner/managers already includes over 12,000 subscribed email addresses.

Radio

In the final build-up to the show, breakfast and drivetime spots will be used to generate registrations and visitors to the event.

The main stations used will be Clyde 1 and 2, and Real Radio.

Billboards and Poster Sites

Over 100 billboard and poster sites will be used in the month prior to the event to encourage registrations and visitors.

The sites include bus backs, train stations and taxi advertising.