Despite a declining trade show environment, VNU Publications contracted with us to to attract attendees to GlobalShop — its annual trade show and one of the leading trade shows in the retail sector. We developed a unique messaging platform and creative treatment around "Freshness Guaranteed". The creative centered on a nutrition label design as a high impact, whimsical portrayal of the key messaging. Campaign components included a 16-page brochure sent to all previous attendees, tiered direct mail pieces blasted to various databases, email marketing, a multi-lingual brochure in five languages for international visitors and ads for trade publications that promoted online registration.
Pre-show registration was up by more than 13% in a time of declining registration across most trade shows.