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.
Background
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
Agency
CSG Creative
Awards
IAEE Art of the Show 2019 Winner Show Brand Design/Development
over 200,001 nsf
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.
Geofencing Results
Unused Geofencing Web Ads
IP Device Retargeting Results
Strong
CPC Rate
Content Marketing Retargeting
Geofencing Results
Modest Spend
and Strong CPC
Online Advertising in
Partnership with Trade Publications
