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Art of the Show Competition Winners Circle: Print Advertising Campaign

The IAEE Art of the Show Competition’s Print Advertising Campaign category evaluates one or more print advertisements used by an organization to promote a show. Ad(s) must have appeared in a publication. Brochures are not included in this category. Judging criteria includes: overall presentation, visual appeal and creativity; clarity of information and content usefulness; for multiple ads, how well each ad ties into the overall ad campaign; how well the ad promotes/integrates the overall “theme” of the event; and how well the ad campaign met its intended goals.

In today’s IAEE Blog, we highlight the winners of last year’s Print Advertising Campaign category:

Under 75,000 nsf
Atlanta Pet Fair & Conference


The Atlanta Pet Fair & Conference is the Southeast region’s largest show for the pet grooming and service industry professionals, and is also one of the largest shows for this segment in North America. Attendees include pet service professionals, with groomers making up the majority of attendees. Pet boarding and daycare operators, kennel operators, breeders and other service professionals also make up a significant attendee segment, as do pet retailers. More than 100 exhibitors offer grooming and pet service supplies and services in a vibrant expo floor.

The Atlanta Pet Fair & Conference also places a heavy emphasis on education, providing more than 70 seminars and hands-on sessions focusing on retail strategies, grooming techniques and demonstrations, business operations tactics, and more. In 2016, the show moved to the Georgia International Convention Center. 2016 also marked the largest Atlanta Pet Fair & Conference in history, setting an attendance record for the second consecutive year.

The 2016 Atlanta Pet Fair & Conference print advertising campaign aimed to increase attendance among the key audience segments of grooming and pet service professionals. All ads took advantage of an engaging campaign concept that played into the core audience’s enthusiasm for social media and included eye catching visuals of animals receiving the “close-up” treatment. Ads also used fun and appealing copy that was delivered in a unique, first-person voice, as if the animal being groomed in the image is talking to prospects about the benefits and features of the show.

The general ad communicated Atlanta Pet Fair & Conference’s key benefits and features through this engaging lens. The ad was designed to provide an overview of the event that would appeal to groomers while showcasing key features to attract interest. The education ad capitalized on learning, a key attendance driver for most attendees, highlighting the breadth of education available at the event and encouraging prospects to register and secure education passes. A clever image and witty hashtag supported the theme, communicating at a glance that the event offers important education. Finally, the competition ad was designed to appeal to the segment of the grooming audience that enters the event’s popular grooming contests, which include the largest contests in North America. The dog breed chosen for the image is a groomer favorite and was designed to attract attention from groomers interested in competing.

“Under the leadership of Jessica Guzman from World Pet Association, the mdg team took Atlanta Pet Fair’s marketing to a fun new place, not typically seen in B2B marketing,” noted mdg President Kimberly Hardcastle-Geddes. “Working collaboratively, the copywriters, designers and account services team created an advertising campaign that has a sense of humor, is on-trend and, most importantly, was effective at generating attendance.”

Account Director Elena Lien echoed those sentiments, adding, “I take great pride in these IAEE awards and even greater pride in the results we’ve achieved by serving as an extension of World Pet Association’s marketing team.”

Between 75,001 and 200,000 nsf
Frank Strategic Marketing
HPBExpo 2017

The Hearth, Patio & Barbecue Expo is North America’s largest indoor-outdoor living showcase. Every year, over 350 leading hearth, patio and barbecue manufacturers and suppliers exhibit and demonstrate their latest home heating solutions; grills, grilling accessories and fully-equipped outdoor kitchens; casual patio furniture and outdoor accents; water and landscape features; all-weather entertainment products and more. It’s also a one-stop-shop for retailers nationwide to find not only the latest products for their showrooms, but also the latest services and technologies for their companies.

HPBExpo was seeking to position not only the show itself, but also the location (Atlanta) as vibrant and exciting. The goal was to create a sense of intrigue and drama and make a very bold statement that the show is not to be missed. The industry is replete with professionals that have a deep passion for what they do, and “immerse” themselves in their work. HPBExpo data and observations show a group exuding passion and camaraderie. All of the brand imagery is contemporary and cutting-edge to dovetail with the increasing sophistication of the outdoor living marketplace itself.

Over 200,001 nsf
CTIA Super Mobility 2016

Powered by CTIA, Super Mobility is North America’s largest and most influential forum for mobile innovation. A convergence of the leading authorities in the connected life all under one roof, CTIA provides professionals from across the mobile landscape (retail, enterprise IT, connected life, etc.) with unparalleled opportunities to hear the latest developments from top executives and entrepreneurs; see first-hand the next generation of technology shaping the future wireless such as 5G, IoT and security/privacy; and to network with fellow thought leaders. Unlike other events, CTIA is the backbone of the mobile industry – where the new technology and innovation emerges, before they are even translated into consumer products. It’s also perfectly timed for planning next year’s strategic roadmap and to jumpstart planning for the coming year.

CTIA went through a rebrand in 2016. Previously referred to as “CTIA – The Wireless Association,” it was repositioned to “CTIA – Everything Wireless” to more accurately capture the evolution in the industry and proliferation of wireless technology in every day life. CTIA serves as the background of the wireless industry, so it was important to draw a strong connection between the event and the association behind it. As such, a campaign was created using the association colors and a headline that played on the new tagline “Everything Wireless.” Lifestyle images were used to demonstrate the everyday use of the technology. The campaign developed to also show city images to help support the smart city theme that was being executed on the show floor.

“We are so fortunate to work with clients like Heather Lee Landers, formerly of CTIA and now the Executive Vice President of AUVSI, who trust us with their brands and have challenged us to take their event advertising to the next level,” said mdg President Kimberly Hardcastle-Geddes. “I’m also grateful to our collaborative team of designers and copywriters who are creating the kind of attention-grabbing, design-forward, emotionally-appealing work that was once reserved for consumer marketing.”

Co-owner and Live Events Specialist Vinnie Polito echoed those sentiments, adding, “I take great pride in these awards and even greater pride in the results that the work has helped our clients achieve. Thank you, IAEE, for recognizing marketing and design excellence in our industry.”

The 2017 IAEE Art of the Show Competition is now underway – you have until 31 August 2017 to submit your entries! You can also view all of last year’s winners and honorable mentions here.

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