This week, the new Las Vegas Furniture Market (World Market Center), a rapidly expanding, permanent trade show space in downtown Las Vegas, is hosting its first of two annual trade shows for 2008. Buyers and exhibitors in the home furnishings industry have been targeted with an aggressive series of b-to-b mailings designed to create and reinforce brand awareness while driving mail recipients to register for the trade show. WMC and its ad agency have developed a creative strategy that involves messaging, imagery and tonality that is carried through across all communications and in every mailing.
Visuals are repeated, the sense of a campaign is strong, and most importantly the brand personality is both clear and distinct. A theme that draws parallels to the fashion industry drives the creative. Visuals of fashion models and the use of pithy copy associated with the fashion industry are used throughout. Finally, oversized self-mailers help to break through the more than usual, pre-trade show mailbox clutter.
