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The Dulux Trade Treatment

When my director asks me what I enjoy most about my job in my yearly appraisals, the response has never changed in the nine years I have been at CIB: “I love the variety” I say.

This is because one minute you could be writing a technical article or interviewing a project manager on site for a video, and the next, creating strategic social media campaigns or liaising with the press at an exhibition.  There’s never a dull moment!

In particular, though, I do love having the chance to work and help organise a client’s product launch – especially as nowadays, planning an event comprises a very integrated approach across all different platforms.

Earlier in the year, we had a brief from Dulux Trade to help them launch their latest Colour Palette and digital tools to architects and specifiers specifically. We decided that the best way to target as many architects as possible was to team up with an established architectural magazine and leverage the readership.  We brought Architects Journal (AJ) on board and pulled together a proposal for an event at the Material Lab in London that could also be launched and promoted across print, online and social media channels to drive attendance and awareness.

The agenda was structured to offer as much relevant content on how to ‘transform spaces’ and as such, two panel discussions were organised that covered the sectors: office and social housing.  With prolific designer, Morag Myerscough known for her vibrant and bold graphics, leading a select panel of architectural and designer practices, a number of case studies were presented to the audience that focused on the function of colour and the outcomes on each environment. This was succeeded by a lively panel discussion.

Following the talks, the audience had time to mingle over refreshments and view the Dulux Trade Colour palette and tools, as well as admiring a stunning, colourful artwork that had been swiftly created by Leading Classical architect George Saumarez Smith, Director at ADAM Architecture that day.

The event was heavily promoted in the AJ in the weeks running up to the event and reinforced by a comprehensive social media programme, where both AJ and Dulux Trade channels worked together to push awareness - not to mention the use of traditional PR tactics.  On the night, the event was filmed and panel guests were interviewed and videoed, whilst the panel discussions were live streamed through on Dulux Trade’s YouTube channel to enable those that couldn’t attend a chance to view the content.

Altogether it was a very fun, integrated product launch that ticked all the boxes!

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