iSaloni WorldWide Moscow (since 2005)
R.S.V.P agency has been providing media support for the leading exhibition of furniture sector “Made in Italy” from 2005. Over the past 4 years i Saloni WorldWide Moscow has proved to be the high class furniture exhibition in Russia. I saloni became the the place where designers, architectures and experts gather. The number of cexhibitors, participants and visitors is increasing, and the total area of exhibition is growing bigger every year.
Aim: Stage the first iSaloni WorldWide exhibition of Italian furniture in Russia (2005), devise and implement communication strategies for the exhibition (2005-08), attract as many visitors as possible, create a media buzz around the event including above the line activities
Target audience: Architects, designers, other specialists from the furniture industry, the exhibition’s business partners and exponents, the media, the general public
How: By basing the communication campaign on the slogan “Made in Italy”, promoting the exhibition as “the export equivalent of a Milanese furniture boutique”, organizing promotional events in the run-up (press conferences, round tables, seminars), arranging the opening ceremony at the Crocus-Expo center, managing the year-round work of the exhibition’s press office, conducting a direct-marketing campaign to attract visitors
Results: Rising visitor numbers every year, more than 150 accredited media representatives every year, increase in the amount of positive coverage
