“Break out” trade advertising

Ad campaign for Chicago Convention Bureau to attract “mid-size” trade shows to Chicago convention facilities.

With a reputation of only hosting large or “mega” trade shows to convention facilities in Chicago, the Chicago Convention and Tourism Bureau needed to alter that reputation and attract more “mid size” trade shows to their newly renovated McCormick Place East.

With most advertising in trade show publications consisting of a photo of their convention facility or a “tourism” photo of their city, it was important to find a way to break out and be remembered.

After reviewing mid size groups a two ad series was developed; one combining the Home Cooking Expo and the Midwest Beauty Show and a second combining the Illinois Department of Aging and the Billiard Congress of America. A humorous photo was developed for each with a common headline “You’d be surprised who’s holding conventions in Chicago.“