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LOS ANGELES The attempted comeback of fallen-giant trade show Comdex continues with IT-buyer-specific print ads in an “After Dark” campaign breaking this month.
Created by MediaLive, the mostly verbal-and-viral “After Dark” ads beckon attendees to loosen their ties after the show floor closes for “7 soirees” at “7 exclusive lounges”—one for each aspect of IT, the expo’s new focus, said MediaLive creative director Missy Miller. “It’s unconventional, a ‘whisper’ campaign,” said Miller. “We want to build relationships with partners, and have the partners do the marketing for us.”
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