Lara Lee

IAAPA Expo 2019 Online Advertising

Work for hire for the International Association of Amusement Parks and Attractions (IAAPA) by Lara Lee while employed at CSG Creative with permission for Lara Lee to display for self-promotion.


Each year the International Association of Amusement Parks and Attractions (IAAPA) Expo draws 40,000 registrants from around the world. It remains the largest attractions industry trade show in the US. IAAPA describes its expo as, “the one-stop destination for leisure and attractions industry professionals, including operators, suppliers, investors, and developers.”

Launching such a large show requires strong brand design, consistent brand development, and lots of coordination over print and digital advertising. I contributed 100+ total web ads, website graphics, emails, and ecards promoting IAAPA Expo in its online advertising—a sizable part of its award-winning brand development campaign.

My Role

Digital Production Artist
Web Ad Fulfillment

Director, Client Service

Heidi Aulakh


CSG Creative


IAEE Art of the Show 2019 Winner Show Brand Design/Development
over 200,001 nsf

A visual representation of the nuanced brand guidelines and restrictions for the IAAPA Expo 2019 web ads.

Adding It All Up: Adhering to Core Identity

Since IAAPA Expo’s 2018 Demographic Report, IAAPA’s core identity evolved into several sub-brands for IAAPA membership, IAAPA Expos, IAAPA Expo, IAAPA Expo Europe, IAAPA EMEA, and IAAPA Expo Asia. Each has specific colors and patterns for use in online advertising but always a white background.

Furthermore, the client requested very different looks for each campaign while using the brand’s two colors, parallelogram shapes, and white backgrounds.

Some limitations included using a small group of approved photos that often required creativity to fit within the parallelogram shapes.

Online advertising for IAAPA Expo 2019 included several web ads pushing registration.

Geofencing Results

CTR vs. Google’s 0.02–0.04% CTR Benchmark
0 %
Number of Clicks over Last Year’s
0 %
Unused ads from a registration push.

Unused Geofencing Web Ads

Content re-marketing web ads add to the online advertising of IAAPA Expo 2019.

IP Device Retargeting Results

CTR vs. Google’s 0.10–0.12% CTR Benchmark
0 %

CPC Rate

Mixed web ads highlight the core branding in online advertising for the IAAPA Expo 2019.

Content Marketing Retargeting

Web ads from a geofencing campaign for IAAPA Expo 2019 targeting water parks..

Geofencing Results

Overall Average CTR
0 %
People Driven to Landing Page at a Strong CPC
0 +

Modest Spend
and Strong CPC

Online Advertising in
Partnership with Trade Publications

IAAPA Expo 2019's online advertising included several partnerships with trade publications, who shared these web ads online.
“You’ve been so helpful to me working on projects with VERY particular client preferences. I know it’s not easy’re still expected to come up with something brilliant, but you always do!”
The letter H.
Heidi Aulakh
Director, Client Service