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Background The printing and graphic arts industries are evolving with new technology, constantly increasing the need for those involved to become sophisticated thinkers and leaders. More so than ever, it was critical for PacPrint 09 to become associated with new communication technologies rather than it's perception of 'old-school' print.
As PacPrint is a four-yearly event, awareness needed to be re-established within the industry and be differentiated as the premium international print expo.
Creative Strategy For PacPrint 09 we developed a positioning theme based on 'printelligence' and developed a series of 'print' words that underpinned the total PacPrint 09 experience.
The visual style was dynamic, technological, free from old-fashioned print clichés and distinctively PacPrint. The theme was developed so it could be applied across exhibitor attraction material, visitor awareness campaigns and, finally, the event itself. Each exhibitor and visitor touchpoint was considered, resulting in a seamless communication experience.
Outcomes Despite a decreased media spend the consistency of message contributed to an increase of awareness and participation in the event. In May 2009, more than 18,000 visitors from Australia and overseas attended PacPrint 09 during a five day period.