IMATS

Needing to drive ticket sales and raise the profile of international makeup artists locally, Polkadot Communications successfully reached their target audience and secured national TV coverage.

Executive Summary

The International Make-Up Artist Trade Show, or IMATS, is the world’s largest celebration of make-up artistry. Thousands of make-up artists, exhibitors and enthusiasts discuss, display and collect the best the industry has to offer. Make-up pros from fashion and film (including Oscar, BAFTA and Saturn award winners) provide education and demonstrations at IMATS, and new products often debut there. IMATS also features a make-up museum and the Battle of the Brushes student make-up competitions, where international make-up students race to create winning looks.

The Challenge

Polkadot Communications launched and managed the campaign for The International Make-Up Artist Trade Show (IMATS) for three consecutive years. IMATS is a key trade show for up-and-coming makeup artists, and those already working in the industry. Top international makeup artists and local talent gather under one roof for the show, providing insight, advice and lectures for the Australian audience. The show has attracted local beauty heroes including Rae Morris.

To drive ticket sales to an event that was unknown initially in Australia.

To promote international make up artists with little profile locally.

To promote individual exhibitors.

Our Solution

Step #1

We placed exclusive interviews with international talent in the Australian beauty media.

Step #2

Our agency provided the media with tips and insights into makeup trends sourced from IMATS participants.

Step #3

Engaged beauty bloggers to report live from the event and secured television coverage on Channel 10 news who covered the event.

Results

Polkadot Communications was successful in driving pre event coverage and during event coverage including our client appearing on national television on Channel 10 news.

IMATS saw great advantage in working with Polkadot Communications that they hired us for three consecutive shows.

Campaign Stats

  • Month #1 – Clippings 10% 10%
  • Month #2 – Clippings 25% 25%
  • Month #3 – Clippings 35% 35%
  • Month #4 – Clippings 55% 55%
  • Month #5 – Clippings 85% 85%
  • Month #6 – Clippings 100% 100%

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Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

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