John refurbish Genlites image and built them a successful marketing plan.
Late 2004, John was approached by an Australian Expo organisation, Showtime Events, requesting John’s assistance with marketing a Health & Well-being Exposition which was to tour nationally. The Expo’s first port of call was at the Gold Coast Convention & Exhibition Centre in early December, at the very start of summer.
The Health, Beauty and Fitness industries are certainly going through a growth phase, given everyone’s desire to look and feel healthier these days. Showtime Events recognised this and designed a specific exhibition featuring suppliers of products and services related to these industries.
The Expo was appropriately titled “The Vitality Show” and ran over a weekend.
Local radio was extensively used to promote the Gold Coast “Vitality Show”, with heavy support from press, outdoor and Direct Mail advertising. John realised that such an Expo needed to convey a “bright, energetic and fun image”, keeping in mind that it was targeting everyone’s desire to be healthier and look better.
The target audience for the Expo was all people 20 years to 55 years, therefore giving John the challenge to develop advertising which covered a broad age spectrum.
John’s copywriting for all promotional literature needed to make the Expo a “must do event” for the target audience. It was important for all sales messages to communicate that certain “vibrancy” that comes with looking good and feeling great!
Therefore, copy such as the following was developed:
“It’s time to indulge in a bit of “me time” at The Vitality Show! For two big days, the Gold Coast Convention & Exhibition Centre bursts alive with the best in health, beauty, fitness, healthy eating and well-being.
Pick up healthy recipe ideas, be pampered and indulge in some retail therapy!
Discover the secrets to living life to the fullest! It’s the look good, feel great show of the year!”
As you can see from this copy, the aim was to excite prospects about the potential “life-enhancing tips” they might gain from visiting the show.
The promoter of such expos understandably keeps attendance figures confidential, but the Expo’s targeted attendance figure was easily surpassed, with the show being deemed as a great success.
With “health, beauty and fitness” being growth industries, The Vitality Show is destined to be an annual event on the Convention Centre calendar.