June 18, 2012 | Gemma Russo
For WorldSkills London 2011 (the largest ever competition and careers event), City & Guilds commissioned Nimlok and VU-TBG full service marketing and communications (to engage 16- to 21-year-olds) and make an impact.
Working together, Nimlok and VU-TBG provided a tailored package to help the client start a conversation with young people about the amazing possibilities that apprenticeships can offer.
City & Guilds already had two quality Nimlok exhibition stands but wanted to extend their presence and reach. So we provided an additional stand from the Nimlok exhibition stands hire range to create a tailored, custom-looking result. This was a cost-effective way of maximising brand presence compared to purchasing a third stand.
We then developed a ‘live brand experience’ involving a DJ theme, which included:
The DJ mix app was incredibly popular at the event and achieved 2,918 Facebook uploads in four days. Based on the average Facebook profile, the potential reach of the game was up to 379,000 people.
The client was delighted with all aspects of the project and received great feedback from staff and customers alike.
‘Working with Nimlok and VU-TBG together meant we achieved an integrated solution, within a tight timescale. Being able to expand our exhibition space with a hire stand was ideal and the digital engagement provided by VU-TBG successfully engaged the target audience of young people. The combination meant we effectively met our aim of raising the profile of the City & Guilds brand. “
Sonal Avda, Marketing Coordinator