Background: Airports Council International-North America (ACI-NA), a trade organization representing 450 airports and 300 associated business organizations, needed materials to promote their annual marketing conference as well as a new press kit for the media. In addition to regular conference events, the organization hoped to target air services professionals, a group never before served by the conference.

To increase attendance to the conference, we decided to play up the venue—Norfolk, Virginia and OpSail 2000. We capitalized on the attractions of that naval city through the theme Charting the Course, and the brochure unfurled became a poster. We felt that a displayed poster would gain more attention and would be a visible reminder for potential attendees.