CHALLENGE: NXTcomm is a trade-only event co-produced by the Telecommunications Industry Association (TIA) and the U.S. Telecom Association (USTelecom) for the entire ecosystem of network-enabled voice, video and data. Because of the show's youth, the mission was to clearly convey that NXTcomm can deliver cutting-edge developments in the broadband industry.

SOLUTION: With the many forms of media this audience uses on a daily basis, our objective was to create a print, direct mail and digital campaign that broke through the clutter while driving traffic to www.NXTcommShow.com for attendee registration. The NXTcomm08 campaign presented the multiple layers of technology and content in relatable terms with "DNA," "Eye," and "Backbone Of All Things Broadband." The ad campaign spoke to the relationship with content and technology that NXTcomm represents in an artful manner.