HSMAI Recognizes Conn. Agency and CIC for Outstanding
Travel/Convention/Meeting Ad-PR Campaign

Winning 'Face-to-Face' Program Features Business Guru Tom Peters

(NEWTOWN, Conn. - March 18, 2003) - Goodwick/Liazon's Leverage Marketing Group, aNewtown-based advertising, promotions and marketing communications firm integrating business-to-business and consumer disciplines, and its client, the Convention Industry Council (CIC), have been recognized by The Hospitality Sales & Marketing Association International (HSMAI) with the prestigious Bronze Award for Excellence as part of the Adrian Advertising Awards competition.

Through a nationwide public relations and advertising campaign, the Convention Industry Council is educating and reinforcing the values of face-to-face interaction for meeting business goals. The "Face-to-Face" campaign was developed with Leverage Marketing Group in response to the events of September 11, 2001 and the slowing American economy. Today, the CIC is maintaining the strength of its industry by sending the message: "Meet Face-to-Face. It's Good Business."

HSMAI paid tribute to the "Face-to-Face" campaign during the 2003 HSMAI Travel Industry Awards Night Dinner, held on January 28, 2003, at the Marriott Grand Marquis New York. Awards were given as part of the 2003 HSMAI International Travel Competition, the largest and most prestigious travel event of its kind in the world. This year's contest attracted more than 1,800 entries from 52 countries around the world, with entries judged by teams of experts from all sectors of the industry.

The "Face-to-Face" campaign was launched in 2002, following the CIC Issues Summit that engaged 160 key leaders of the meetings, conventions and exhibitions industry in an open discussion about their challenges and concerns. The objectives of the "Face-to-Face" campaign are:

• Educating corporate travel decision-makers about the necessity of face-to-face meetings in cultivating and enhancing business and organizational relationships; • Utilizing recognized business leaders to reinforce the value derived from attendance at meetings, conventions and exhibitions; • Demonstrating the potential return-on-investment (ROI) and long-term value of participation at meetings, conventions and exhibitions; • Developing industry statistics that reinforce the value of face-to-face interaction at meetings, conventions and exhibitions.

During the first months of the campaign, the CIC used a wide range of media to send its message, including the Sky Radio Network, The New York Times and the American Business Review. With Sky Radio, a three-minute audio interview with CIC president Mary Power discussing the campaign was aired on every American Airlines flight with audio programming during the month of May 2002. The New York Times helped launch the "Face-to-Face" ad featuring acclaimed author and business guru Tom Peters.

An insert featuring the ad was placed daily in a special edition of The New York Times for three months. Power and other spokespersons, including Steven Hacker, CAE, president of the International Association for Exhibition Management (IAEM), filmed a segment as part of the American Business Review series on public television. The video discusses the economic impact of meetings, conventions and exhibitions as well as communicates the campaign's overall message of the value of the face-to-face experience. The segment was featured on 327 PBS stations in the United States during May 2002.

In a survey conducted by Precision Reports in the fall of 2002, 695 CEOs across the country were asked to gauge their perceptions of the value of meeting face-to-face. An overwhelming majority (92%) agreed that face-to-face meetings are "very important in driving new growth." One participant said, "Nothing beats being there! You can use technology to enhance/compliment the face-to-face meeting - but being face-to-face and having time to build rapport with a client or peer is priceless!"

BACKGROUNDER

HSMAI is the leading organization of sales and marketing professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI has become the industry leader in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality sales and marketing management disciplines. Founded in 1927, HSMAI is an individual membership organization comprised of over 5,000 hospitality industry professionals.

The Convention Industry Council's 30 member organizations represent more than 98,000 individuals as well as 15,000 firms and properties involved in the meetings, convention and exhibitions industry. Formed in 1949 to provide a forum for member organizations seeking to enhance the industry, the CIC facilitates the exchange of information and develops programs to promote professionalism within the industry and educates the public on its profound economic impact.

A Goodwick/Liazon company, Leverage Marketing Group provides high-impact consulting and creative services for several B2B and B2C accounts, including Cendant Mobility, Coca-Cola, International Fiber Systems, Photronics, Pitney-Bowes, Pure Fishing, Sealed Air Corporation, Sonic and Unilock.

FOR MORE INFORMATION ON:

CIC, please contact Mary E. Power, President, Convention Industry Council, (703) 245-8040; or e-mail
mpower@conventionindustry.org LEVERAGE, please contact David Goodwick, Principal/Director, Goodwick/Liazon Leverage Marketing Group (203) 270-6699, Ext. 103; or e-mail
david@leverage-marketing.com