THE BRIEF: In previous years, we had created small placards for each exhibition stand to communicate a brand message each day. For 2016 we wanted to do something more impactful that would tell delegates all the relevant information they needed for the day’s activities, in addition to communicating the 2016 campaign and containing some fun, creative elements.

WHAT I DID: I suggested printing a daily magazine on-site to be dropped on each exhibition stand by 9am. Working with a graphic designer, we created templates and pre-populated some of the information and fun features in the weeks leading up to the show, before writing and designing the remainder on site to a tight deadline.

I came up with engaging formats for all the necessary event details that needed to be communicated, such as agendas; concepts and art direction for each cover; ideas for fun features such as a ‘loose lips’ gossip column, ‘tribe’ quiz and illustration; and wrote reports on events taking place over the show.

THE RESULT: We were able to reduce our email communications and put all the information delegates needed in front of them in an interesting and creative way, whilst strengthening the campaign message and encouraging interaction.