The India Today Group’s ‘Good Housekeeping’ magazine had jointly organised a three-day ‘The Good Housekeeping Show 2007’ in the Capital from December 21-23. The event was targeted at today’s woman who juggles between her professional and personal life. 141 Sercon, part of WPP, was responsible for the creative, strategic and below-the-line activities of the event.
The first-of-its-kind event highlighted shows like ‘Good Food’, ‘Good Looks’, ‘Good Health’, ‘Good Home’ and ‘Good Family’ and displayed brands related to these spheres. Additionally, interactive workshops were also conducted, as well as expert advice on children, family, cooking, health and wellness, make-up, purchasing durables and more were dispensed. Celebrities like Tanjua, Rati Agnihotri, Swaroop Sampat, Lilette Dubey, Malavika Tiwari, Meera Ali, Tom Alter, Sushma Seth and Madhavi Mudgal, among others, actively took part in the show.
Commenting on the event, Neeraj Kapoor, Assistant Vice President-Business Development, 141Sercon, said, “It was a challenge to bring alive the pages and content of the magazine on ground for the event. Our experience in experiential marketing has helped us in conceptualising the event, with the TG in mind.”
141Sercon used various experiential marketing techniques to promote the show. Exclusive invites were sent to SEC A and A+ households, which were determined from the 141Sercon database. Other promotional activities included tying up with beauty parlours, clubs and malls, among others.