print technology... zoom! zoom! zoom!
Launched in 1999 PrintEx is a trade show specifically for the printing and graphic arts industry. It was designed to capture arguably the largest Australian print market, Sydney, after almost 20 years of being dominated by a Melbourne based, once-every-4-years event.

The cheeky initial launch was a strong success, leveraging a modest promotional budget (around $150,000). We over-achieved on projected visitor numbers to the show. We were re-appointed following pitches from many agencies and design houses for the PrintEx 03 campaign. The 2003 show theme addresses the conundrum for this market, of traditional craftsman methods evolving to ever more technical solutions, reduced timeframes and reduced margins.

The theme "ink to pixels" says in 3 words what this industry must address... moving to a digital image distribution mode of thinking. The exhibitor trade brochure "Futureprint" taps this sentiment precisely resulting in over half the available space sold out within 2 months of release.

UN also designed and built a website to provide early information for exhibitors. As we progress toward the "visitor cultivation stage" it will provide a mechanism for pre-registration, finding accommodation, packages for interstate visitors, previewing competitors and categories that will be there, and more!

An early promotional idea to remind exhibitors about the show (still 2 years away) was to include a useful mousemat, thin, flexible and easily mailable, with the first newsletter update to remind exhibitors of the changes occurring in technology every month... naturally it has the dates of the show on it as a prompter for them to get organised for their best direct industry sales opportunity in 4 years.