Organisers of the 2008 ICE Show, to be held on January 22-24, have unveiled details of the biggest visitor marketing campaign ever undertaken in the exhibition’s 16-year history. It aims to register its seventh consecutive year of visitor growth and break the 2007 record of 110 represented countries.

“It’s all in the game” is the strapline adopted by ICE organisers, as the mammoth international event aims to register its seventh year in a row of visitor growth and break the 2007 record of 110 represented countries.

Print advertisements, set against the silhouette of a London skyline, together with direct marketing, viral campaigns and extensive media relations activities promoting ICE 2008 as the world’s premier gambling and gaming event, will appear in at least 26 industry media channels.

Joint promotion of ICE and its co-located soft gaming and electronic leisure show, ATEI, will also be placed in a number of publications that cover dual hard and soft gaming markets.

ICEi, the dedicated remote gaming section of the London event, will be supported by a targeted visitor campaign comprising both above and below the line activities in specialist business-to-business media.

Charlotte Skinner, Marketing Manager responsible for the campaign, explained: “ICE is one of the most successful and respected fora for the international gaming industry. The size of the 2008 campaign is designed to reinforce the show’s international standing, to exploit the potential of new gaming territories and to bring the maximum number of serious buyers and influencers to London in January”

ICE takes place at London’s Earls Court Exhibition Centre across 22-24 January, 2008.