CHALLENGE: The International CES is the world's largest tradeshow for consumer technology and defines technology's future with milestone product debuts. As the international launch pad for the latest in consumer technology, CES is revered as the A-lister's trade event. Our objective for the attendee marketing was not to only increase attendance, but increase the number of quality attendees.

SOLUTION: The pace of the consumer technology business is lightning fast. Each year, a new model or advancement of the tech industry makes the past year virtually obsolete. The advertising had to convey that CES is the center of the positive momentum. The "Grow" campaign beautifully represented the devices sprouting like fruits and vegetables toward the sun. The added objective was to create an extendable campaign for direct mail and digital media including web and email marketing. The "Grow" campaign was one of the show's most successful to date, attracting more than 150,000 attendees in 2005.