01/21/2022

Despite Last-minute Omicron Changes, CES 2022 Excels

Pivot to provide a successful experience

The Consumer Technology Association’s CES 2022 wrapped up earlier this month, hosting a live show with more than 45,000 in-person attendees, along with a virtual component. The show’s organizers deemed it a success, despite several big name attendees—including Amazon, Google and Microsoft—pulling out of the live show over concerns about the Omicron variant.

Jean Foster, CTA senior vice president of marketing and communications, said the last-minute changes weren’t ideal, but the show was remarkably successful for those who attended.

“I’m not going to lie; it was definitely a challenge,” Foster said. “Some companies pulled out altogether, but some companies said we still want to participate, just digitally only. Secretary of Transportation Pete Buttigieg was planning to be there but decided to give his remarks digitally, so we pivoted to accommodate for that. We had to be very flexible. It was a lot of work, but the feedback for those who continued to participate with us, was they were grateful for that flexibility.”

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