The primary objective was to update SimEx-Iwerks’ tradeshow exhibit to a modern on-brand design and to showcase a vast library of content and products. This was to be achieved while simultaneously increasing our profile and brand awareness at a heavily saturated trade show with approximately 42,500 attendees.

The large modular exhibit was created on a 2,000-sq-ft footprint to accommodate all required rooms and areas, including the FlyRide^® Flying Theater demo, private 3D theater and meeting room. Exterior meeting areas were separated by a double-sided multimedia feature wall boasting six HDTVs that cycled through film and hardware promos, which were created in-house. A large two-storey marquee wall showcased the new release films on ten oversize backlit poster boxes, while a large dimensional photo op focused on the biggest releases of the year and attracted many visitors to our booth. Overhead banners with the SimEx-Iwerks logo were visible from various aisles on the show floor, enhancing wayfinding. The front desk provided the perfect spot to break the ice. Advertising, sales, collateral, and digital media before and during the event were also consistent in look and messaging.