An initial audit of prior years’ show materials, and a thorough discussion of goals for 2008 and beyond, set the stage for O2 Lab’s strategic and creative exploration. O2 Lab also worked closely with NCTA to determine target markets, to identify the central focus for 2008, and to develop a comprehensive list of communications and media outlets. O2 Lab vetted a range of high-level brand strategy themes and approaches through NCTA’s committee of top-level cable industry executives, who selected the direction to be carried out through the show’s marketing and into the on-site conference and exhibition.