Line Up focuses on Indesit trade launches

Household appliance manufacturer Indesit has launched its 2008 range of freestanding Hotpoint, Indesit and Cannon products to the retail trade with major regional events, Indesit 'Focus'.

The events were produced by award-winning production agency Line Up.

Each featured a collection of giant outdoor structures, linked together and with each environment individually themed to represent the different brands.

An inflatable dome provided a welcome and registration area where guests were shown an opening presentation to set the tone for the day.

From here, visitors moved directly into The Hotpoint Zone - the first of three branded zones - where actors performed three short vignettes to illustrate and explain the Hotpoint brand values.

Visitors were then guided through Indesit and Cannon zones as though on a discovery trail, stopping for a series of short films and presentations, hands-on exploration of products and to meet with regional sales managers to discuss business strategy for the upcoming year.

In the evening, guests attended a gala dinner followed by entertainment.

The Focus concept was chosen to reflect Indesit's desire to showcase the strengths of each individual brand.

The design of each zone allowed guests and presenters to focus on that particular brand.

Duncan Beale, Managing Director of Line Up, commented: "As a company, Indesit Company places huge emphasis on the quality of its relationships with independent retailers and electrical multiples.

"These annual events play a huge role in the success of those relationships, highlighting the different merits of each brand and reinforcing Indesit Company's commitment to service and excellence".

Indesit 'Focus' took place at The Portal, Crewe, and Selsdon Park, Croydon, in March.

Over 400 independent retailers attended.

Last year's equivalent launch event, entitled 'Fresh', was also produced by Line Up.

It was awarded Gold in the Homes and Gardens category at the 2007 Event Awards.

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