When I was a kid, summer camp was one of the highlights of my year. Instead of eagerly awaiting competitive sports and camping, I mostly looked forward to arts and crafts: making tie-dye T-shirts, covering as much stuff as possible in glitter and slapping colorful handprints on everything. Suffice it to say, I was perhaps a little too excited to attend Creativation, Craft & Hobby Association’s annual trade conference.
The big news this year is CHA is now Association for Creative Industries. Behind the name change is a push to appeal to a younger demographic of manufacturers, retailers, designers, emerging businesses, influencers, bloggers and creative professionals. The global creative arts industry is worth more than $40 billion, proving it’s come a long way since I went to camp. Here, three ways AFCI nailed its new event.
1. The event underwent a rebranding of its own.
Creativation is a name that made me do a double take. Is it a real word? What two words is it comprised of? Or is completely made up? Regardless, it captures my attention more effectively than CHA MEGA Conference & Trade Show—the show’s retired name.
Also new in 2017 was the location, Phoenix Convention Center. Relocating from its former home in California at Anaheim Convention Center, Creativation will stay put in PHX until at least 2019. I think this is a smart move for the association, which wants to prove its commitment to the rebranding and encourage attendees to return for the next two years.
One of my favorite branding opportunities was a wall outside the show displaying Creativation spelled out in Post-it notes, an eye-catching way to show off the new name and highlight sponsor 3M.