The largest of its kind, this show represents a $150 billion marketplace for intellectual property owners from all business sectors, converging to negotiate licensing deals.

OBJECTIVE

A new show acquisition for Advanstar, parent company of MAGIC; the objective was to grow this show into a more polished and engaging industry leader.

SOLUTION

To utilize and enhance the volume of elements involved in this show; from the creative applications of many brand identities, to the show’s messaging, art and design– MC2 envisioned a kaleidoscope of color and shapes to convey the endless possibilities that the show has to offer.  Graphic visuals from each of the various categories represented at the show were selected and compiled together to create compelling hero art that would play equal to the messaging. One Chance. One Place. One Show.

The campaign launched with a series of Save-the-Date e-blasts followed by direct mailers, key trade websites banners, brochures, fliers and a traveling category specific trade booth to generate early registration.

RESULTS

Advanstar had 75% commitment within 45 days of the campaign launch. The show exhibit space increased upwards to 250,000+ sq ft 8 weeks prior to the show and attendance is up 35% over the year prior.

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