The objective of the DMA05 website was to provide a clean and comprehensive site for users to register and learn more about the Direct Marketing Association's Annual Conference and Exhibition for 2005. The site needed to seamlessly integrate with an established database of conference details. The target for this campaign was primarily direct and interactive advertising executives, secondarily client-side marketing executives, with a tertiary target of industry vendors and exhibitors. The website integrated with a strong direct mail campaign created by the same design team which created the site.