EXERCISE YOUR EXHIBIT AIR RIGHTS – Real Estate in the Sky

“Look up in the sky. You’ll never find rainbows if you’re looking down.” ~ Charlie Chaplin

The Situation

With trade show real estate rates as high as they are, trade show managers need to make use of every inch of space. Often overlooked, one place to maximize exhibit design and property value is up in the air. It’s not uncommon to see a hanging sign, ID tower, or overhead banner. But the challenge is to make it compelling, or even to think outside the box by hanging an attractive eye-catching element that reflects your brand.  This is exactly what TPG did with a recent client looking to make a big statement on the show floor.

The Challenge

It was no small feat. Our challenge – create an epic event surrounding the launch of a new company name, a new brand, and the new product that would change the face of the industry forever. Our client gave us the goal of having “every single attendee in the trade show hall in our booth for the launch.”

Something in the Air

To create excitement, we hung a kinetic lighting fixture with 81 separate lights that mimicked the look and feel of the company’s new logo. The lights moved in varying patterns ranging from undulation to freneticism.  As the company geared up for the big product launch and reveal, the lights intensified in color and momentum. 

The Result

By exercising their air rights, our client was creative with their exhibit design, and garnered interest from all areas of the trade show floor. The booth was so tightly packed for the reveal that the audience swayed with excitement. There wasn’t an attendee to be found in the other aisles. And as everyone in the booth counted down from 10 to 1 armed with smart phones and cameras, there wasn’t a doubt in anyone’s mind that history was being made at this epic event.

The End

To make the most of your trade show marketing efforts and attract maximum attention, you don’t need to be limited by your booth’s floor dimensions. The answer may be UP in the air. In fact, you could say that would be…groundbreaking.