The Project
Campaign driven by a theme of exploration and finding the correct route for business success.
The creative reflected a challenging economic environment and the need to discover opportunities from rapid innovations. The award-winning campaign led to a significant increase in exhibitor (9%) and visitor attendance (12%), highest rebook rate (82%) and a 10% uplift in conference attendance.
Labelexpo Americas teaser advert
Explore the world of labels main trade advert and Labelexpo Americas show guide cover
The above direct mailers were sent to 60,000 prospects. The digitally printed artwork was created with four different landscapes, four different character variations and translated in both English and Spanish. It featured a personalised conference programme, feature areas, event attendance and how many miles they would need to travel to the show in Chicago. The mailer also used a unique PURL to take the recipient to a personalised landing page for registeration.
The website was translated in both English and Spanish. It was relaunched with the same theme to carry on the spirit of adventure and had a carousel of four changing images (6am-11am, 11am-4pm, 4pm-8pm, 8pm-6am) on the homepage to reflect the actual time of day wherever you were in the world.
Examples of personalised visitor landing pages
Second visitor mailing consistent with original direct mailing and contained a constructable tent pop up
Labelexpo Americas feature area logos
