Accessed: 07/02/2013
Venue for Crufts Dog Show Event
The NEC Birmingham is the venue in which Crufts Dog Show
takes place from the 7th-10th March 2013. The Venues
homepage offers an eye catching banner across the top of the page, the image
changes every 5-8 seconds; it is used in advertising the events due to take
place at the location.
Crufts takes up the opportunity to push their advertising to
be appealing to all visitors of the NEC website. The colours of the advert are
seen throughout all elements of marketing strategies by Crufts, therefore
creating a relation to the recognition of the event and the colours – arguably
one of the first things to notice about the advertisement. Furthermore, images
of the dogs are almost compulsory for the events ad, again, to instantly report
to the website visitor what the event is about. For those more familiar with
the Crufts event from previous years, they will notice the main dog pictured is
a ‘Lhasa Apso’, the winner of Best in Show from Crufts 2012. It creates a sense
of recognition and familiarises people with the highlighting aspects of a
previous successful event.
Overall, the advert is kept simple and factual; the events
name, the date of the event, and the location of the event are all presented in
a list-like fashion; though each differing in font and colour. They are recognised
as the most important information needed to be supplied for the receiver of the
advert.
“Under 8’s go free” is a promotional effort included in the
banner advertisement. To entice new and previous customers to bring along
children, emphasising the event to be one suitable for all ages and therefore
families. Also, for receivers of the advertisement, the thought of being given
something ‘Free’ is somewhat rewarding, it can be helpful in reinforcing any
possibility of the individual choosing to attend the event.
Finally, “Biggest and Best Celebration of Dogs” is a strong
statement for an events brand and reputation to print and live up to. It will
most certainly increase any expectations attendees will have of the show,
though the sense of confidence in itself is also intriguing. The bold statement
may entice more attendees, people who do want to see the ‘biggest and best
celebration of dogs’ and genuinely believe what the advert is telling them.
