Entering new markets with new ideas

Headquartered in Tokyo, YUPO Corporation is the largest manufacturer of synthetic papers in the Eastern Hemisphere. When YUPO set out to penetrate the North American market, it tapped ABI to develop its synthetic papers brand image and directly connect YUPO Corporation to key decision makers in the graphic design, paper, and printing industries.

ABI created the Wally Awards, encouraging designers to submit creative work they produced on YUPO synthetic paper. This helped YUPO create year-round buzz for its brand, engage in direct dialogue with key influencers and specifiers in these industries, and witness first-hand the new applications being done on YUPO.

In developing the awards, ABI initiated co-marketing partnerships with leading organizations such as the NY Knicks® and the U.S. Women's Open® Golf Tournament. These partnerships added additional credibility to the YUPO synthetic papers brand in North America.

To continue raising awareness, ABI also negotiated and created events at The HOW Design Conference and Cooper-Hewitt National Design Museum. These design-focused events reinforced YUPO’s commitment to the community and allowed the company to build and strengthen relationships with key customers, prospects, and target media. They also enhanced YUPO’s brand exposure to design decision makers, generated high-quality attendee leads, and fueled quality media coverage both online and in print.