Best of Show at SuperComm Signals Arrival for AFC: "A Force to Be Recognized".

PETALUMA, Calif.--(BUSINESS WIRE)--Sept. 30, 1997--For five-year-old Advanced Fibre Communications(R), the "Best of Show" award at this year's SuperComm telecommunications convention highlighted its push to be recognized in the industry.

According to Christine Corlett, manager of marketing communications for Advanced Fibre Communications (AFC), the company's bold exhibit was designed for "shock effect."

"One of our major objectives at this show was to introduce the next generation of access products for the industry called the 'third generation digital loop carrier'," she said. "We wanted to make a big, dramatic statement, something that would almost shock the industry."

Corlett said her mission was to enhance AFC's presence domestically in a show that featured all of the major communications companies.

"To make a big impact at this show we had to think creatively," she said. "We had this dream of how we wanted our exhibit and we left it up to the exhibit company to deal with the reality of construction."

That dream included a couple of major challenges to overcome for Exhibitgroup/Giltspur, the company which collaborated with AFC to design and build the 2,500-square-foot project.

According to McKinley Harris of Exhibitgroup/Giltspur, AFC's visual message of loop technology took the physical form of two 30-foot arrows that looped in a mirrored image of each other.

"These gigantic arrows were supported by a soaring 20-foot tower," Harris said. "They had to be secure and sturdy--especially the arrows. We wanted to make sure there was no question about their safety and structural integrity."

Harris said the design, completed by designer John Athey of Exhibitgroup/Giltspur's San Francisco office, included workstations demonstrating AFC's technology and equipment in action. In an ironic twist unseen by the thousands of convention attendees, the fiber optics used to demonstrate AFC's loop technology were actually routed through the gigantic "loops" above the exhibit.

"The space within the exhibit was also an interesting success," noted Corlett. "We demonstrated new products with our equipment physically up and running. We had a central office in the booth and could show attendees how our proprietary system works."

Athey used a combination of high-tech graphics and a low-tech cardboard model to get the look Corlett desired.

"It was hard for them to visualize how the arrows were going to pierce the tower," said Athey. "So I made a quick cardboard model so everyone could see and touch how they would be on the final exhibit."

Corlett feels the daring design was successful in supporting her marketing efforts.

"We received feedback that the exhibit made a huge impression and impact because it was powerful and strong," she said. "First of all, there were not many black booths at the show. Also, everyone was attracted to the looped arrows. People told me it seemed as if they were floating over the exhibit."

"This was a good push for us," she said. "Here we are, only five years old and now a force to be recognized."

Exhibitgroup/Giltspur is the world's leading exhibition agency. It is part of Viad Corp (NYSE:VVI), a $2.5 billion company with leading companies in the convention services, airline catering, and payment services industries. -0-

Source: Christine Corlett Manager Marketing Communications Advanced Fibre Communications 1 Willow Brook Court Petaluma, Calif. Fax [phone] Phone [phone] [e-mail]

Editor's Note: 35mm transparency of the exhibit available. Contact Brad Parker, Viad Corp, 602/207-1049.

CONTACT: Viad Corp, Phoenix

Brad Parker, 602/207-1049

[e-mail]