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 Show Brand Design/Development and Signage/Décor categories.

The Show Brand Design/Development category evaluates visual and messaging components used to build a new show’s brand or rebrand a show that was already in existence. Judges take into consideration all the separate elements of the marketing campaign to determine how well they leave a lasting impression on the target audience, and if they are effective in creating a brand association with the show.

Judging criteria includes: originality, visual appeal and creativity of the show logo and/or “theme” material; how effectively the individual marketing elements connect with the overall show brand; ease with which the audience correlates the branding back to the show; how well the branding speaks to the experiential value attendees can expect from the show; and how well each branding effort meets its marketing objectives.

Under 75,000 nsf
American Academy of Physician Assistants
AAPA Annual Conference

American Academy of Physician Assistants

American Academy of Physician Assistants (AAPA) is the national organization that advocates for all Physician Assistants (PA) and provides tools to improve PA practice and patient care. Founded in 1968, AAPA represents a profession of more than 123,000 PAs across all medical and surgical specialties in all fifty states, the District of Columbia, the U.S. territories and the uniformed services. The Annual Conference is the only national meeting dedicated primarily to the profession of the PA. It’s the largest gathering of PAs anywhere in the world attracting nearly 7,000 attendees.

Between 75,001 and 200,000 nsf
HPBExpo 2018


The Hearth, Patio, & Barbecue Expo is North America’s largest indoor-outdoor living showcase. Every year, hundreds of 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.

Burch+Howard is a strategic marketing and creative agency specializing in association and event marketing. Based in Washington, D.C., the versatile team develops brand identities, event concepts, and measurable exhibitor and attendee campaigns for an array of industries. The HPBExpo 2018 integrated campaign created a 24% increase in attendance over 2017 and led to a 70% exhibitor on-site renewal rate for 2019. For a closer look at the campaign’s creative execution and its results, visit burch-howard.com.

Over 200,001 nsf
ASP, Inc. for AVIXA, The Audiovisual and Integrated Experience Association
InfoComm 2018

ASP, Inc. for AVIXA

InfoComm is the largest pro-AV show in North America, with more than 44,000 attendees and 900+ exhibitors representing every facet of audiovisual technology. InfoComm 2018 attracted 43,000 attendees from over 106 countries. High-level executives and decision makers from the commercial AV and installation markets recognize InfoComm as the center of the industry and its premier marketplace. Technology managers at Fortune 500 corporations, AV professionals from major universities, and design consultants and systems integrators who create multimillion-dollar installations all congregate at InfoComm to source the products they need to deliver today’s exceptional communications experiences.There’s a reason exhibit space sells quickly at InfoComm. Companies know that InfoComm is the best place to generate sales leads, build an industry presence, demonstrate new technologies and products, and meet customers and new clients.

The Signage/Décor category evaluates printed and/or digital signage and décor used throughout the show. Judging criteria includes: overall presentation, visual appeal and creativity; usefulness of the signage and its content; how the signage/décor contributes to the overall “theme” of the event; and effectiveness of signage placement and décor throughout the show.

Under 75,000 nsf
T3 Expo
AWS re:Invent

T3 Expo

AWS re:Invent is a learning conference hosted by Amazon Web Services for the global cloud computing community. The event features keynote announcements, training and certification opportunities, access to more than 2,000 technical sessions, a partner expo, after-hours events, and so much more.

Between 75,001 and 200,000 nsf
T3 Expo for Oracle + NetSuite
SuiteWorld 2018

T3 Expo for Oracle + NetSuite

Oracle NetSuite pioneered the Cloud Computing revolution in 1998, establishing the world’s first company dedicated to delivering business applications over the internet. Today, it provides a suite of cloud-based financials/Enterprise Resource Planning (ERP), HR and omnichannel commerce software that runs the business of companies in more than 100 countries.

Over 200,001 nsf
Freeman for AVIXA, The Audiovisual and Integrated Experience Association
InfoComm 2018

Freeman for AVIXA

InfoComm is the largest, most exciting event in North America focused on the pro-AV industry, with 1,000 exhibitors, thousands of products, and 44,000 attendees from 110 countries.


The 2019 IAEE Art of the Show Competition is now underway! Take advantage of discounted entry fees by submitting your entries no later than 30 August 2019! You can also check out all the winners from the 2018 competition here.

Posted by Editorial Staff

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