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Promoting a U.S. Foodservice food show event is a lot like building a new brand from scratch. Each show has its own personality and identity. Our first objective is to create awareness of the event through various methods and then produce one or more advertising vehicles with a call-to-action to register and attend the show. This show for U.S. Foodservice – Fort Mill Division consisted of a series of pre-show flyers, an invitation, and a micro website with exhibitor information and driving directions.