Crafts Council's Origin Crafts Fair reaches LGB city workers

Part of the Crafts Council's Origin event marketing strategy was to reach high-income City workers who they knew had an interest in buying original interior decor items for their homes.

We knew that gay City boys and girls had a high disposable income and the only way to reach them was through their firms' diversity officers and relevant corporate networks.

We partnered with some of the City's top companies to drive ticket sales by providing an exclusive dining offer at Somerset House during the show plus a chance to win free tickets. In addition, we used gay online social networks to reach an even greater number of our target audience.

Our actvity resulted in over a thousand LGBTs attending the show.