Company-sponsored "advans" patrol London, Birmingham and Manchester ahead of this year's conference
Biba is touring the country to promote this year's 30th annual conference using billboards positioned on special "advans".
The vans, adorned with company livery, have begun a series of campaigns in London, Birmingham and Manchester ahead of the conference, which begins on 30th April, in Glasgow.
The campaign begins with a two week stint in London. One week campaigns to follow in Birmingham and Manchester.
The company said that visitors to Glasgow will also see the van driving past their hotels and creating maximum impact outside the SECC, where opportunities for external branding are severely restricted.
BIBA first used the mobile mobile billboards, or "advans" as they are also known as, in Brighton two year ago during the conference week, in order to help brand the conference and create recognition of the conference theme for delegate visitors. The advan toured the seafront, station and town centre during the conference week and quickly gained recognition among delegates at the event.
Biba made greater use of the medium in London last year, with advans touring the City of London in the build-up to the event opening.
In a statement Biba said it believed the advans were largely responsible for the dramatic increase in day visitor numbers, delegates who travelled to the ExCeL centre from the City, and helped achieve the highest number of attendees for any Biba conference in it’s 29 year history.