MACWORLD Expo

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Challenge:

MACWORLD Expo moved to New York after it outgrew available space in Boston, where it had been held for many years. IDGWorld Expo wanted to effectively promote the show to attract even more attendees and exhibitors to this relatively new venue. They required a firm that was able to integrate their messaging and increase the brand awareness about the show and its new location. In addition to the venue challenge, IDG required quick turn-around time on the campaign to meet show deadlines. LeapFrog Solution's successful track record in promoting trade shows, combined with its experience in integrating marketing campaigns, made it a logical choice for IDG World Expo. After the success of the first New York show, the challenge was to draw even larger crowds for the 1999 show. IDGWorld Expo again selected LeapFrog Solutions to do the job.

Solution:

LeapFrog Solutions developed a look and theme that captured the vitality of New York as a center for commerce and media, and that appealed to its vast established publishing industry known to be primarily MAC users. LeapFrog carried out a tiered campaign with tracking mechanisms, aimed at exhibitors and attendees. The marketing program included numerous brochures for both exhibitors and attendees ranging in size from eight to twenty-eight pages, a series of direct mail pieces, and space advertising.

Result:

Simplicity sells! MACWORLD Expo's bold step forward in keeping simple paid off in record participation and attendance for the New York show.

Services Provided:

• Trade show materials
• Exhibitor collateral
• Attendee collateral
• Direct mail
• Advertising
• Copywriting