The Convention & Exhibition industry rapidly has risen as a strategic one in the 21st century. According to the study conducted by the Korea Tourism Organization, The per-capita average of attendee consumption of this kind of event is 3.1 times more than other normal tourist and the length of their visit comes to 1.4 times.
The Convention & Exhibition industry itself has a high value-added but also the related various businesses such as the sponsor, promoter. PR agency and the organizer are connected in business with one another back and forth, so it makes higher value-added generated. Thus, the Convention & Exhibition industry is thought of as a new big bonanza.
The Convention & Exhibition industry and Design have coexisted for a long time like this. Nowadays the role of design in this industry has become more important and improved.
In order to survive in the field of the Convention & Exhibition industry that gets more competitive, raising brand awareness only for the Convention and Exhibition is required. As the Convention & Exhibition industry becomes a name brand, the promoting for this has taken up a big part in the market gradually. There are several ways for public relations like online media such as TV, Radio, Internet and printed media such as newspaper, magazine, poster, brochure and outdoor adverting signboard. The Poster has been utilized generally to the public for a long ages and it is currently one of the most efficient medium for the public relations.
I tried to research the case on the poster design that has an important role in PR marketing for the domestic Convention & Exhibition industry and its enhancement of competitiveness in the medium and long term, and look to ways of improving our marketing through the prize winning work of UFI Poster competition based on my study on analysis of those.
The target of this analysis is limited to the prize winning work of UFI Poster competition due to the fact that UFI originated from Europe and UFI has its own characteristic, for this reason, there is a cap or limit on not including the analysis on criteria for classification of the Convention and Exhibition industry.
This study shows that the poster does perform a significant role as PR materials as well as requires us to seek more various ways to develop a better quality in artistic value. We need to improve the communication expression of the design that makes the most of its characteristics to overcome limitation to the certain space.
It is expected that Korea get recognized for a better designs for Convention & Exhibition Poster using more various expression from UFI Poster Competition that has focused on Europe area and upgrade our nation's status to a higher level in the future and it should be easy and interesting for public to communicate better.
I hope this research would be what triggers off study making the characteristic of the Convention & Exhibition Poster studied more broadly and deeply.