AMAR // Tan Expo – Bologna, Italy
Trade shows and exhibitions are a high volume industry microcosm – and are extremely effective at communicating a brand; providing the method to stand out form the crowd is exceptional.
The AMAR brand launch is all about impact. Make it big, make it loud, and make it the best. The mode of launch is global exhibitions, and to create a stand alone icon that acts as a beacon amongst its competitors.
The AMAR stall & activation is a bespoke example of creativity, craftsmanship and showmanship – providing a venue within a venue that demands attention and cements a quality association to the brand on first site. The stalls first class airline cabin theme allowed us to communicate key brand components; professionalism, service, security, dedication, sensitivity, scale and timeliness, whilst providing a forum for discussion, entertainment and service.
The stands inaugural activation at BolognaFiere – Bologna’s expansive exhibition city – was amongst another 250 exhibitors from over 50 countries, and exhibited to over 18,000 visitors over three days. The feat of its creation was the coming together of various moving parts and business working as a team – conceived in Sandringham, engineered in Brisbane, constructed in Holland and installed in Italy.
The curvature of the stalls ceiling emulates the traditional aircraft experience, accentuated by four LCD windows displaying floating clouds moving across the screen. The plush upholstered lounge area facing towards the exhibition provides an open and welcoming forum for networking, sales and for taking a moment out of the day for a coffee and canapé, serviced by AMAR uniformed multi lingual staff. The space is further activated by a fully integrated flight simulator; providing the basis for action, movement, competition & social media exposure. Situated at the nose of the plane, guests can experience flying an aircraft in an immersive cockpit arena to compete for the ultimate prize of two return business class flights to Australia.
This stand alone activation was not matched in calibre or scope, and undoubtedly the most successful installation in show. Across the three day duration the site produced over 3000 coffee’s, disseminated over 4000 merchandise bags, converted sales procured in situ providing realtime ROI, plus countless leads, networking opportunities and exposure to an active and captive global market.
Hotel President Wilson – Geneva, Switzerland
AMAR EXECUTIVE TEAM & STAFFENGINEERING: CRAIG BILLETT & TEAM @ GCD EXHIBITIONSITALY BUILDERS: THE HOLLAND BOYS @ EXPOVORMPROJECT MANAGEMENT: DAN WILLIS @ PICHA PROJECTS