The 5th Moscow Interior and Design Week is one of the largest industry events in the country, which brings together in one place leading Russian and foreign manufacturers of furniture and interior items, designers and foreign experts. The theme of the fifth exhibition is Russian Style. Moscow Week of Interior and Design provides an excellent opportunity for citizens and guests of the capital to see in one place all the best offers from Russian manufacturers, be inspired by new ideas and buy goods to create the interior of your dreams. At the exhibition you can also see art objects, visit excursions, workshops and masterclasses. But above all, Moscow Interior and Design Week is an important platform for the development of domestic small and medium-sized businesses: here manufacturers can find not only clients, but also partners represented by designers, buyers and other representatives of large organisations. According to Russian President Vladimir Putin at the plenary session of the VTB Investment Forum ‘Russia Calling!’, about a quarter of foreign companies left Russia after the start of the SWO. This outflow of manufacturers and suppliers has also affected the interior design industry. Within the framework of industry support - representatives of the Moscow Design Museum, the Association of Design Industry Specialists, the B&D Institute of Business and Design, the Organising Committee of the International Competition for Young Designers ‘Design Perspective’ sent a request for a large-scale industrial event that could help the development of the industry and give a chance to domestic representatives of small and medium-sized businesses to announce their range of furniture and interior solutions free of charge and thus occupy the vacated niche. In response to the request, the Department of Entrepreneurship and Innovative Development of Moscow initiated the Moscow Interior and Design Week - the largest industry event not only in Moscow, but also in the country, supporting domestic manufacturers of furniture, decor and interior solutions. In 2024, the event was held for the fifth time, and there are several reasons for this: 1. There is still a need to support the domestic interior and design industry. 2. the industry still needs a large-scale platform for the presentation of best practices and exchange of experience. 3. There is still a need to support SMEs in Russia. 4. It is important to emphasise the national style and authenticity of designers and manufacturers. 5. There is still a need to preserve Moscow's reputation as a megacity open for international co-operation. Therefore, the team's goal was to develop and implement a communication campaign to promote the event and inform the target audience, including content. For this purpose it was important to fulfil the following tasks: Creating and carrying out a quality communication strategy in several stages. Preparation of materials and creatives. Involvement of the audience through extensive coverage of the event in the federal media, telegram channels, and opinion leaders. Equipping your own press centre at the event for prompt information delivery. Search for partners (informational, strategic, special). Creation of a booklet with exhibitors' works following the results of the event. Creation of QR codes with key information about exhibitors to be placed on the stands. The strategy was based on the promotion of the project as a platform to support Russian SMEs. The target audience was conditionally divided into two parts: Project as a platform for business promotion Target audience: Russian SMEs interested in development, working in the interior design industry. The project as a platform to get acquainted with brands Target audience: 25-50+, people interested in buying interior items for home improvement; designers. The event was united by a single theme - ‘Russian Style’, which allowed to emphasise the richness and diversity of Russian culture, traditions and crafts, as well as creating an emotional connection with the audience, based on pride in the national heritage, and allowing participants to demonstrate their individuality. The idea was accompanied by design solutions at the site. One of the key solutions was a stand in the form of a wooden Russian hut, which stimulated the creation of UGC content and allowed the project to gain additional coverage in social networks. Another successful solution of the project was a complex communication campaign in several stages: announcement, launch of outreach PR, comprehensive information processing during the event and post-PR. The main stages included: campaign launch (launch of announcement materials in mass media and social media a month before the event, targeting, launch in own channels, formation of a pool of info-partners, seeding in relevant telegram channels, communities, etc.), launch of outreach PR (distribution of information materials (press releases, special projects, etc.), launch of targeted PR (distribution of information materials (press-releases, special projects, etc.), launch of targeted PR (press-releases, special projects, etc.). ), launch of targeted advertising (Yandex (Media), VK, My Target, Telegram Ads), contextual advertising (Yandex (Search) and media advertising (Rambler.ru, Afisha.ru, Gazeta.ru, Lenta.ru, etc.), reminders for B2B and B2C) and post-PR, including the creation of analytical material with the results of the event, trends and forecasts, placement of information in the media and social media, creation of a catalogue with the stories and works of exhibitors. The strategy included: Placing outdoor adverts and media information material to reach as many people as possible from the target audience, Creation of seeding in several waves. Creating and filling project pages in social networks with content. Creating creatives for Yandex.Direct and VK promotion. Initiation of partner placements with KudaGo portal. Creation of the event page on Timepad platform. Using Yandex.Direct tools (brought more than 11 million ad impressions) and Email marketing. Active involvement of opinion leaders through platforms (VK, Zen, Telegram). Development and implementation of a targeted advertising campaign in social networks to target the target audience. Initiating placements in telegram-channels and Influencers. In order to achieve maximum coverage of the target audience, several key communication channels were chosen: mass media, VK, Zen, Telegram, Email marketing, outdoor advertising, Yandex.Direct, KudaGo and Timepad. Thanks to publications in mass media and social media, as well as outdoor advertising, a wide audience learnt about the project. Targeted advertising and e-mail newsletters helped to target the target audience and attract a narrow B2B segment. The use of Yandex.Direct tools brought more than 11 million ad impressions, Email marketing brought about 300 thousand users. Creation of seeding in several waves (the total number of posts without organic distribution is 358 publications), as well as maintenance of own telegram channel and website helped to familiarise the audience with actual information about the event in real time. Initiating partner placements with the KudaGo portal brought a reach of 500,000 people. Results Social media reach was 101.8 million, media reach was 318 million, 23 bloggers covered the event. 181.5k people visited the exhibition during all days of the event, 45+k registrations were on Timepad. Publications and special projects were initiated in leading media (RIA Novosti, RBC, Kommersant and others), industry and socio-political publications (Metro, Snob, Novy Ochag and others), as well as stories on TV (Russia 24, NTV and others). Placements were initiated in Telegram channels - Earliest. Well almost, By the way, Antiglianets and others - and in Influencers - Yana Rudkovskaya, Evgeny Plushenko and others. Initiated a daily issue of the Metro print edition on the cover and front page. A pool of partners was gathered: Alpine floor, Parra, Rutube, RIA Novosti, Novy Hearth, Snob and others. For 2 months the exhibitors sold more than 320 million roubles on requests from the exhibition. The number of exhibitors was 3 times higher than the number of I Moscow Interior and Design Week.