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CES 2008
Ralf Jurrien : June 21th 2007 - 15:02 CET
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CESCES 2008 : The Consumer Electronics Association (CEA) announced the launch of an advertising campaign designed to position the 2008 International CES as the largest consumer technology event in the world. Produced by CEA. Dubbed “The Art of Technology,” the new campaign initially launched June 6 on the Web and will be followed by ads in trade publications in July. A fully integrated campaign will follow in the fall and will include print, online and outdoor advertising, collateral materials and direct mail. TBC Advertising and Public Relations is the agency of record for this advertising campaign for the 2008 International CES after winning the account in late 2006.
CES 2008CES 2008 - Las Vegas - United States
Ads will run both domestically and internationally and be translated into Spanish, Portuguese and Chinese. The ads are designed to build awareness of and drive attendance to the 2008 International CES. TBC commissioned renowned modern expressionist Francis Livingston to illustrate and paint each of the 11 different ads, which include a brand ad and 10 ads for product categories represented at the show. In illustrating and painting each ad concept, the pieces allow the audience to personalize the technology according to their preferences and experiences.

2008 international CES - Consumer Electronics Association
“This campaign will ultimately help deliver the International CES brand and value to consumer technology professionals all over the world,” said Susan Littleton, CEA’s vice president of marketing. “We couldn’t be more pleased with the look and feel of these truly unique and compelling ads, which also help showcase a variety of important show categories, including audio, digital imaging, gaming, home networking, home theater, in-vehicle, wireless and emerging technologies.”

International CES campaign
“This vibrant new International CES campaign illustrates the balance between technology and art, innovation and ingenuity,” said Tom Hollerbach, TBC’s president. “It also demonstrates International CES’s mission to represent a diverse group of products and technology by providing an equal balance of vertical markets under the strength of the International CES brand.”

2008 International CES - Las Vegas
Aside from the artistic nature of the new campaign, the ads also include a powerful business message through the use of show and sales statistics that create a sense of urgency with a “register now” call to action. Produced by CEA, the 2008 International CES will return to Las Vegas, Nevada, January 7-10, 2008.

About Consumer Electronics Association
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 2,100 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $140 billion in annual sales.

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