2008 International CES Launches “Art Of Technology” Show Campaign

TBC Designed Campaign to Drive Attendance to World’s Largest Consumer Electronics Trade Show

June 18, 2007

The Consumer Electronics Association (CEA)® today announced the launch of an innovative new advertising campaign designed to position the 2008 International CES® as the largest consumer technology event in the world. Produced by CEA, the International CES is scheduled for January 7–10, 2008, in Las Vegas, Nevada. 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. 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. “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.” “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.” 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. For more information on the 2008 International CES including conference sessions, keynote announcements and registration information, visit www.CESweb.org. About CEA: 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. CEA's resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry. CEA also sponsors and manages the International CES – Defining Tomorrow’s Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy. About TBC: Founded in 1974 as Trahan Burden & Charles, TBC is an independent agency with expertise in traditional print and broadcast advertising, direct response advertising, interactive advertising and marketing, public relations and media buying and planning. The agency’s clients include Dow Jones & Co., Constellation Energy, University of Maryland Medical System, Smart Balance, Rita’s Water Ice and other national and regional brands. Based in Baltimore, the company also has an office in New York City.

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