IAEE’s Art of the Show Competition recognizes outstanding marketing activities directly related to successfully organizing and executing an exhibition and/or event. As such, it is the only marketing competition tailored specifically to our industry!

Each year, event organizers submit the work they did to promote their show experience across 14 categories and an independent panel of marketing and graphic design experts select the winners. In today’s IAEE Art of the Show Competition Winners Circle, we highlight the winners of last year’s Attendance Promotion Brochure and Attendance Promotion Campaign categories.

The Attendance Promotion Brochure category evaluates a single brochure (printed or digital) used to promote attendance at a show. Judging criteria includes overall presentation, visual appeal and creativity; organization of the information presented (ease to follow/find information); clarity of information, overall message and content usefulness; how the presentation relates to the overall “theme” of the event; and how well the piece met its intended goals.

Under 75,000 nsf
mdg for International Association of Lighting Designers
IALD Enlighten Americas 2017



IALD Enlighten Americas is the foremost international conference focusing on the unique educational and networking needs of architectural lighting designers. For the past 19 years, the world’s leading architecture lighting professionals and business leaders have gathered at Enlighten Americas for three days to immerse themselves in business-critical issues, insider knowledge and hands-on advice from leading lighting experts.

Between 75,001 and 200,000 nsf
Fixation Marketing for PMMI, The Association for Packaging and Processing Technologies
PACK EXPO East 2018


PACK EXPO East delivers cutting-edge packaging innovations to consumer-packaged goods manufacturers located in the eastern United States. This biennial, regional event unites 400 suppliers with 6,000 attendees and provides a valuable opportunity to address changing market demands and build business connections in a key region, home to one third of the nation’s CPG companies.

Over 200,001 nsf
Streampoint Solutions for Professionals In Human Resources Association (PIHRA)
California HR 2018 Conference


Created and curated by the Professionals in Human Resources Association (PIHRA,) the California HR Conference (CAHR) is a hub of human resource content for professionals who either practice or are responsible for HR management in California. They offer a unique experience committed to the understanding of the trends and laws affecting the future of business, to opportunities for purposeful networking, and to connecting HR communities.

The Attendance Promotion Campaign category evaluates a series of pieces used in a marketing campaign to promote attendance at a show (attendance promotion brochure, printed/digital ads, website, mobile app, etc.). Judging criteria includes overall presentation, visual appeal and creativity of the campaign; clarity of information, overall message and content usefulness; how each piece plays into the “big picture” (how it suits its intended role in the campaign); how the campaign relates to the overall “theme” of the event; and how well the campaign met its intended goals.

Under 75,000 nsf
American Optometric Association (AOA)
AOA Optometry’s Meeting® 2018


Optometry’s Meeting® is the largest gathering of optometric decision-makers in the country and provides a national, multi-disciplinary platform to profile and promote sponsors, exhibitors, and leadership to a wide range of optometrists and other eye care professional stakeholders. Meeting attendance includes active optometrists from various modalities and clinical disciplines, optometric staff, and students of optometry. The organization convenes state and national leaders that include approximately 1,700 optometrists, 1,000+ students, and 200 optometric staff.

Between 75,001 and 200,000 nsf
Texas Nursery & Landscape Association
Nursery/Landscape EXPO 2018


For over 60 years the Nursery/Landscape EXPO has been produced by the Texas Nursery & Landscape Association. Over 6,000 participants attend EXPO’s annual B2B Tradeshow covering 150,000 NSF featuring the latest products the Industry has to offer. Over 80% of the attendees registered are mid to upper-level managers playing a major role in company purchases and are serious buyers, motivated by the opportunity to search out new products and compare values, they growers, landscape contractors, retail nursery and suppliers making up the Green Industry in Texas.

Over 200,001 nsf
mdg for Informa Exhibitions US
World of Concrete 2018


World of Concrete is the world’s largest annual international construction and masonry event, offering complete equipment solutions, innovative products, new technologies, and comprehensive training. World of Concrete caters to concrete professionals, masons, general contractors, developers, engineers and owners who are smart, hands-on, intelligent kinesthetic entrepreneurs who expect to see immediate results from their participation.


The 2019 IAEE Art of the Show Competition opens 1 July! Take advantage of discounted entry fees by submitting your entries before the earlybird deadline on 30 August! You can also check out all the winners from the 2018 competition here.

Posted by Mary Tucker at IAEE

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