The Expo is a gathering of industry executives from 50 countries around the world.
These executives come together to network, to gain information and to buy and sell
products and services. The event attracts over 5,000 industry leaders and is considered an
industry “happening.”
The Expo 99 poster
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These business people are motivated to attend because they seek a competitive advantage
and do not want to fall behind other competitors. Bill Gates articulated this concept
extremely well in his book, The Road Ahead, so we asked and gained permission to
use it:
 “In business, you have to run as fast as you can to avoid
falling behind.” – Bill Gates
The concept and visual was well received. The image anchored a successful ad campaign in
21 international trade journals and was the focal point in a successful direct mail
campaign. And like the well known Maxell Tape image and Absolute Vodka image, The Expo
image should have a long shelf life. Our client partner plans on using this visual for
years to come.
Entrance to the Expo 99
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