With a dated identity and falling interest, Internet World were in need of a fresh, clean new identity. And that is just what they got. And, alongside a snazzy marketing and advertising campaign they gained a 50% increase in visitor numbers in 2007, consolidated their place as the UK’s biggest internet-related exhibition in 2008 and were looking to go even further in 2009!
With competition in the internet events business strong, Internet World needed to stand out amongst the crowd. By scrapping the tired, generic identity of the previous years I was able to inject new life and personality into the brand – and it worked. The new identity transitioned confidently into print collateral, including a show guide, floor plan, website and more. This truly was an integrated campaign.
Advertising for the show appeared in all the usual suspects, Revolution, NMA, Marketing Week and more – the instantly recognisable ‘badge’ pushed visitor numbers through the roof and, alongside the confident strapline, the show finally took it’s place at the top of a very competitive pile as the place to go for internet business.
Oh, they even won the ‘Best Business Event’ award from the 2007 Event Awards.
The 2008 campaign saw more of the same, with the shows position at the top of the tree becoming ever stronger thanks to the online and offline marketing campaigns. Unfortunately, in 2009 Internet World decided to look elsewhere, but I’m still proud of the 2009 concepts shown below. the theme was to use a circle made up of hundreds of coloured blocks, each representing a ‘content stream’ of the show. The blocks would intertwine to show the connection between all sectors of the digital marketplace.www.internetworld.co.uk