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Participation in major print industry trade shows is a key strategy for vendor and customer engagement and to introduce new marketing initiatives. Each year I concepted a different theme that was designed to attract attention. Featured here is one of those efforts that highlights the expansion and breadth of the wide format  offering – encouraging customers not only to invest in wide format printing but also to depend on Veritiv as a key supplier.


  • Because dragons were so pop-culturally relevant, I built the entire theme around HERE BE DRAGONS – those places on old maps where explorers are afraid to go
  • To provide live examples of products in use, I designed free-standing displays including a 6 ft. dragon using foam board coated with a special metallic film. As a customer giveaway, the same materials were used for desktop dragons that were cut as a live demonstration in the booth using a precision cutter.
  • Working closely with my display vendor, we designed the large mutli-layer backdrop display structure that I was able to reskin with new graphics year to year
  • Additional responsibilities included staff coordination and communication, pre-show email promotion, promotional product ordering, vendor participation, pre-show printing, lead-generation collection and customer post-show follow-up

© Michael Ireland 2020. Trademarks are property of their respective owners.