LAS VEGAS: Key3Media is set to launch a multimillion-dollar, multifaceted marketing campaign to buoy the brand of its troubled trademark hi-tech trade show Comdex.
Battered by dwindling attendance over the years and criticism that the show's focus is too broad, Key3Media will launch the campaign in May, and will focus heavily on PR. The next Comdex show is scheduled to take place in November 2003 in Las Vegas.
"PR will play a very large, very important role," claimed Jane Welch, VP of PR for the company. "We want to reach out to the Comdex audience and the IT community, and show that we are very much alive, and the one, true industry forum for IT buyers."
The focus on IT buyers is a slight, but significant shift from pervious years. Buyers control the fate of the hi-tech industry, and will determine when - and how quickly - the industry turns around based on their spending.
Another significant change is the campaign's global focus, which Welch said she could do for the first time because she hired FitzGerald Communications for help in February.