InstallerSHOW
Brought together 28 senior leaders, aligned 11 organisations, and generated national and trade media coverage.
Client
InstallerSHOW is the UK’s largest trade show for installers, specifiers and buyers across the heating, plumbing and built-environment sectors. It brings together the industry’s biggest brands and the people who specify, recommend and fit their products.
Deliverables
Stategic Communications
Media Relations
The Challenge
While InstallerSHOW was already the most successful event in its category, the team wanted to shift focus from scale to influence. The goal was to build stronger relationships with senior leadership at major exhibitors, give those leaders a compelling reason to attend the show, and position InstallerSHOW as a brand actively helping to move the industry forward.
Our Approach
Starting with a blank sheet of paper, we designed a campaign aimed squarely at
senior decision-makers. Rather than another networking format, we invited leaders
to a closed-door VIP session built around a single, high-stakes industry challenge:
accelerating the uptake of heat pumps in the UK.
The 90-minute session was tightly structured to deliver a tangible outcome. Working
with attendees, we produced a Joint Acceleration Note setting out three clear
demands to government to support heat-pump adoption. The note was written by
Vireo, with all participants invited to publicly support it by adding their organisation’s
signature.
Once a critical mass of signatures was secured, the Joint Acceleration Note was
published and supported with targeted media relations, extending the impact beyond the room and reinforcing InstallerSHOW’s role as a convenor and catalyst for change.
The Results
28 senior leaders attended the VIP session, including representatives from Panasonic, Worcester Bosch and the Heat Pump Association.
11 organisations signed the Joint Acceleration Note, including Baxi, Vaillant and Wolseley.
15 pieces of coverage were secured across national and trade media.
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