CMS developed two sets of visuals; one was intended to serve as a teaser to guests as they arrived and waited for the presentation on the main video wall, and the other was designed to enhance the reveal of the new product. A series of short messages reinforcing the key value statements about the new product popped out from two 42 inch and two 47-inch Magnetic 3D Allura LCD monitors arranged in the reception area. Zimmerman said the presence of the 3-D monitors and the calculated messages were critical to developing a subliminal reaction with guests that reinforced Varian’s technology leadership.