It's The Agency

Beauty in partnership

Recently rebranded It's The Agency, CH&Co's event solutions company, wanted to make a big impact at the Square Meal exhibition. At such a major show, it would take something very special to not only get those all-important visitors to the stand, but also for them to do business.

The Challenge

This project was about more than devising a theme for the exhibition stand; it was about creating an experience and reflecting the client's great new iITA Square Meal 2010dentity. We had our target market firmly in our sights: female event bookers aged 25-35 years old, now all we had to do was get inside their heads and give them what they wanted!

Together with the client, we came up with the concept of 'Beautify me, beautify my event'. By treating an event booker to a gorgeous makeover, she could also see for herself how our client could make their own event look stunning.

But to successfully deliver this concept, our challenge was to seek out a credible partner whose brand values and identity would perfectly complement that of our client. So, cue Inga Rose and her tenacity to hunt out the second largest cosmetics company in the world, Benefit Cosmetics, and secure a fantastic partnership opportunity.

The Action Plan

Having approached Benefit and taken the time to understand how the business works and its target market, we realised that there was a great opportunity to 'test drive' our new partnership before the Square Meal exhibition.

A special launch of the partnership was held at Benefit's Spitalfields store. With a superb demonstration of It's The Agency's capabilities to create eye-catching and beautiful drinks and canapés and Benefit's head make-up artist, Lisa Potter-Dixon, giving a master class in makeovers, our invitation-only guest list of It's the Agency's top clients was treated to a very gorgeous evening.

From this success, we took our cues to create the biggest, most eye-catching stand within the Square Meal exhibition. With strong visuals and dual-branding for our chosen space, teams from both It's The Agency and Benefit worked seamlessly together to capture visitors' imaginations (and their bookings!). Only after a visitor had been treated to a Benefit make-over did they receive their goody bag and of course, a chance to discuss event planning with It's The Agency.

The ResultsBenefit staff

  • It's The Agency won "Large space stand of the show" for its stand at Square Meal.
  • The partnership with Benefit is proving to be a successful enterprise with plans for future client events later this year.
  • 1500 copies of the highly sort after Little Black Book were distributed at Square Meal to new contacts within the events and hospitality industry.
  • The It's The Agency brand post Square Meal established its place and reputation within the market.
  • It's The Agency increased their database with approximately 700 new contacts, plus over 100 actual written enquiries were taken at the show by the team.

The Verdict

"The partnership with Benefit Cosmetics has proved to be an invaluable one.  Air Marketing was instrumental with regards to this relationship; it was the perfect match for both business partners that has resulted in successes that have exceeded expectation.  Air Marketing has demonstrated it's expertise and professionalism throughout and, most importantly, delivered results."

Alison Tyler, Managing Director 

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