CES: CREATIVE COMMUNICATIONS CAMPAIGNS

I just returned from a very rewarding, relaxing, and recharging trip to Las Vegas, Nevada attending the International CES 2015.  Going there annually for several years now, I feel that this year has been my most successful trip ever.

Personally, I was more prepared than ever. Registering as a credentialed member of the Press at the earliest possible time, I made use of all the tools that included MyCES Planner, which CES offered. Invited by hundreds of PR firms and agents to visit their clients’ booths to check out their new products and technologies, I responded to those that attracted me by designating the time and day that I would visit.

Like in previous years, I have always considered the CES as a “Sea of Little Miracles in the Sin City.” So, I use this question to the PR agent or CEO as a basis for determining priorities of my visit and correspondingly, my article; “Does your invention fall under the description of 4 Ms (Miracle, Magic, Mind-Boggling, Mystery)?

Remember, there were about 3700 exhibitors occupying a span of 2 million net sq. ft. located in several places in Las Vegas. You obviously cannot visit them all – much less even interview them. So, I had to select which exhibitors to visit.

I chose to visit over 160 booths that were also spread all over. Unlike in previous years, I was able to visit almost all of them without getting exhausted and without much stress to keep my appointments. This was because I rented a scooter that took me from one place to another during the entire convention.  I also took advantage of the ADA Shuttle Service provided by the CEA, owner and manager of the International CES, which picked me up and my scooter daily.

This year’s CES was bigger than last year’s. So, there were definitely more than 160,000 attendees coming from more than 100 countries bringing in about 40,900 international visitors. Attracting so many attendees who are in an industry of innovation, it would have definitely taken the innovative CES Creative Communications Campaigns to reach out and propel these electronic techies from all over the world to go to Las Vegas and show and be shown the latest consumer electronic products.

So I was not surprised when I found out that the innovative CES advertising and marketing campaigns were recognized by Tradeshow, MarCom and Visual Arts Professionals.

Prior to the event, the Consumer Electronics Association (CEA) was honored with seven industry awards for advertising and marketing campaigns to promote the International CES – the world’s gathering place for all who thrive on the business of consumer technologies.

The International Association of Exhibitions and Events (IAEE), the Association of Marketing and Communications Professionals (AMCP) and the Academy of Interactive and Visual Arts (AIVA) each recognized CES’ creative campaigns as among the best of the year.

As announced by CEA, “The 2015 CES ad campaign, “Expect the Unexpected” won a Platinum MARCOM Award from AMCP and a Silver Davey Award from AIVA. The campaign was created to build on the momentum and excitement from the 2014 CES while positioning the show as the place to see innovations beyond one’s imagination. Creative elements feature surreal images such as a Bengal tiger on the moon and a hitchhiking astronaut.”

Karen Chupka, senior vice president, International CES and corporate business strategy, CEA says, “Like the consumer electronics industry we serve, innovation is in our DNA. That’s why we continue to push the envelope in our marketing efforts for CES. We’re extremely proud of the CES marketing team for its leadership as well as our partners at Concept 73 for helping us achieve a branding campaign that celebrates CES heritage while highlighting the innovation at CES and its impact on the world.”

The 2015 CES ad campaign also received a Silver Davey Award for the visual appeal of the revamped CES website and a MARCOM Honorable Mention for a rotating banner ad.

CEA was also awarded first place in the IAEE Art of the Show Competition in the category of “Show Promotion – Website Over 150,000 Net Square Feet” for the 2014 International CES website and received Honorable Mentions for the 2014 CES Exhibit Sales Brochure as well as the 2014 CES Show Daily.

As efficient and effective as the promotional, advertising, and marketing campaigns, was the management of the entire event. As miraculous, magical, mind-boggling, and mysterious were many of the apps, gadgets, and other smart devices, was the efficient and effective planning, organizing, leadership and controlling of all the events, conferences, sessions, awarding ceremonies, the exhibit spaces, personnel and staffing, transportation, hotel accommodations, and many more.

As a member of the media, I am mostly appreciative for the treatment provided us by the CES management. There were separate Pre-CES events exclusively for us. These included a briefing on the State of the Consumer Electronic Industry and the Global Trends; a first glimpse of the new technologies being exhibited through the CES Unveiling that included a reception with lots of food; and during the entire event, separate Press Rooms serving breakfast and lunch daily at the Mandalay Bay, Las Vegas Convention Center, and the Sands Expo; Press Conferences and Press Resources that included laptops, WiFi access, and interview/meeting rooms, Press Releases and Press Services; and for the International Press, assistance for obtaining US Visas.

The CES management’s handling of the On-Site Logistics most especially impressed me. It helped attendees plan the logistics of their CES experience even before they hit the show floor.

ADA Services

Blind and Deaf Services

A Blind and Deaf Services desk is located in the LVCC, Grand Lobby, Upper Level staircase near Room N250.

             

Scooters, Wheelchairs and Segways

•    Segways are not permitted on the CES show floor unless for ADA use only. Please plan to rent a scooter or wheelchair instead.

•    Motorized and non-motorized wheelchairs are available.

    

BUSINESS CENTERS

Business Centers are located at several locations

Cameras

Attendees are permitted to bring camera equipment onto the show floor. Exhibitors retain the right to restrict photography of their products or displays and such decisions are within the discretion of the exhibitor and are not controlled by CES.

Coat and Bag Check

Coat and bag check is available at several locations as well.

Food

Look for a variety Grab-N-Go kiosks located throughout the show floor., Casino Level.

Security

Your safety at the show is important to us. International CES show management employs strict security measures, while still balancing safety concerns with traffic flow challenges. Attendees should allow themselves extra time to arrive at meetings and events as it may take a little while to pass through the show floor.

Suitcases and Strollers in the LVCC

Coat and bag check is available at the FedEx Office locations in the LVCC. See Coat and bag check section above for details.

Small, two-wheeled bags are permitted. For safety reasons, strollers are not allowed on the show floor. All attendees must be at least 18 years of age.

I will discuss some of the “Little Miracles in the Sin City” in my subsequent columns.