There were truly spooktacular scenes at ICHF Events’ Cake International last week in Birmingham, as the world’s largest cake decorating and sugarcraft show opened its doors on 31 October. Visitors were greeted with a spectacular array of Halloween themed creations; including a show stopping cake interpretation of The King of Pop crafted by the incredibly talented Emma Jayne.

Our PR campaign helped propel the event into the national spotlight, securing major broadcast coverage on BBC Breakfast and ITVX, alongside more than 55 pieces of media coverage.

To drive momentum in the lead-up to the show, we delivered a comprehensive media strategy combining national and regional PR with targeted media buying. Our team worked proactively with journalists, arranging interviews and behind the scenes access to maximise exposure and inspire audiences to attend.

We are already looking forward to seeing the incredible creations that will take centre stage next year.