TPE21 Campaign

After our 2020 show in late January, we began planning the TP21 marketing campaign inspired by Paula Scher's bold design style. Our goal was to create a visual identity that stood out and differentiated our marketing between tobacco and vape/alternative exhibitors and attendees. We chose a duotone effect for its high-contrast aesthetic, with distinct color coding for each group.

The onset of the COVID-19 pandemic brought significant challenges. The show was postponed, and we moved to a different hall at the Las Vegas Convention Center to allow for social distancing. We faced uncertainty about lockdowns, social distancing, and safety concerns for an indoor event with over 2,500 attendees. Our focus shifted to ensuring health and safety.

To address these concerns, we developed TPSafe, a sub-site with updates on our safety plan, regulations, protocols, travel tips, and information for navigating the new normal. Highlights from TPSafe were featured in all our print and digital advertisements and social media channels.

We also provided a special insert in Tobacco Business Magazine outlining these details. Despite these hurdles, our campaign engaged the audience with clear visuals and safety communication, ensuring the event's success while prioritizing everyone's well-being. We were the first trade show back at the Las Vegas Convention Center since Spring 2020.