The team behind Cleaning Show tasked us with using our (frankly, unbeatable) local knowledge and (undeniably impressive) industry expertise to increase brand awareness and drive sign-ups for the event at Manchester Central.

After attending several incarnations of the show with our hygiene clients, we gained excellent knowledge of how the show operated, the kind of guests the show attracted and the kind of guests exhibitors were looking to meet. We also formed connections with key stakeholders and press contacts relevant to the event.

The final component of this brief was supporting the annual window cleaning world record attempt. An annual staple at the show, the current world record holder – Terry ‘Turbo’ Burrows was attempting to beat his 29-year record, with an added element this year that his daughter was attempting to beat the women’s world record.

• To increase awareness of the event in wider sector areas.
• To create promotional content with key stakeholders.
• To gain press coverage of the show in various trade titles.

Our strategy involved a baseline of press activity, using press releases and thought leadership features from the event director, as well as a video project with several exhibitors at the show.

Working with the event’s internal comms team, and utilising our knowledge of the industry, we crafted a media list to hit the show’s target sectors. We went beyond the obvious cleaning, hygiene and facilities management press, and utilised other sectors hygiene brands are looking to target. Basically, any company that might be after cleaning services… which is a very long list! This evolved into hospitality, education, transport and even construction.

This meant we were able to gather varied and expansive coverage, targeting various sectors and professions the show was relevant for.

Beyond our press strategy, we created four videos for social media, interviewing various exhibitors at the show – from first-timers to cleaning show veterans.

Closer to the show date, we reached out to local and national broadcast contacts to cover the window cleaning element of the show. With a character such as Terry working closely with us, we were able to secure BBC reporters to cover the ‘once-in-a-lifetime’ event.