To drive participant registration, TBC developed this first integrated, direct marketing campaign, “The Art of Technology”, for the International CES that included print, direct mail, online and outdoor advertising. The campaign illustrated the balance between technology and art, innovation and product execution, created excitement, communicated relevant messaging, and motivated early registration on a global level. It also demonstrated 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.