FOR IMMEDIATE RELEASE

LIGHTFAIR International Selects AIRVISION To Re-Brand and Enhance
World’s Largest Annual Lighting Trade Show
Expert Team To Drive Innovative Branding, Marketing and Trade Show Re-Design

SEATTLE, WA – December 8, 2004 – AIRVISION, a leading provider of direct-to-consumer brand positioning and strategic business growth planning, today announced the firm will be starting the next phase of their assignment with LIGHTFAIR International (LFI), the world’s largest annual architectural and commercial lighting trade show and conference.

Following a highly competitive national search, LFI awarded AIRVISION with the contract to re-brand and enhance the premiere event for the architectural and commercial lighting industry through innovative branding, marketing and show design.

The LFI management committee also selected AIRVISION to develop a new brand mark and tagline, “The Future Illuminated.” According to LIGHTFAIR show management, “The new mark is the natural next step in a program of continuous improvement for LIGHTFAIR, which for 14 years has set the standard in architectural and commercial lighting. In the show’s lifecycle, we see the need for refreshing, refocusing and for setting the stage for growth.”

Covering a broad range of lighting trends, products and design, the LFI trade show and conference enables vendors to showcase, innovate and drive new lighting trends while offering unique opportunities to educate and inspire the design industry. Working in cooperation with the LFI marketing team, AIRVISION will be responsible for image development, marketing of the event as well as designing a more dynamic, attendee-friendly design of the show floor to maximize the excitement of the tradeshow experience and make navigation more intuitive while facilitating networking.

“We’re excited about working with LFI and they’ve given us great scope to redesign their brand image and the experience attendees will have of the overall trade show,” said Arthur Rubinfeld, founder of AIRVISION. “For years LFI has set the standard for innovative, engaging trade shows and I’m convinced that through our collaboration, we can raise the bar even higher while broadening the show’s appeal throughout the lighting industry.”

AIRVISION’s work to enhance the LFI trade show and conference will be unveiled during the 16th annual LFI show and conference, to be held April 10-14, 2005 at the Jacob Javitz Center in New York, NY.

About AIRVISION
Founded by Arthur Rubinfeld in 2002, Seattle-based AIRVISION is known for providing visionary work in integrated brand positioning, marketing and retail design. AIRVISION specializes in the development and execution of growth strategies and operational plans for consumer-oriented companies worldwide. AIRVISION clients include some of the most recognized brands in the world including: adidas, AmericasMart, City University, Gateway, Media Play, Potbelly Sandwich Works, Oakley, Omaha Steaks, Sam Goody, Shared Media Licensing, SunCoast Entertainment and Washington Mutual. For more information about AIRVISION, visit www.airvision.net.

Arthur Rubinfeld has also written a soon-to-be-released book, “Built for Growth: Expanding Your Business Around The Corner or Across The Globe.” For more information about his book, please visit www.builtforgrowth.com or www.amazon.com to pre-order a copy.

For additional information for this article, please contact:

Media Inquiries:
Megan McKenzie
McKenzie Worldwide
meganm@mckenzieworldwide.com
503.625.3680