Project | Custom Rental Pavilion
Successfully promoting California dairy products in a highly competitive international marketplace has led the California Milk Advisory Board (CMAB) to utilize a unique, custom rental approach for each major show. As with year’s past, they entrusted ProExhibits to create an innovative 80’ X 110’ custom pavilion for their upcoming IDDBA show.
Critical to event success was the need to have a dominant presence touting California not only in CMAB’s portion of the show floor but visible everywhere else. Added to that were the complexities of creating a highly compelling, cohesive environment comprised of different types and exhibit sizes, housing 22 exhibitors in all. The pavilion would ultimately need to persuasively entice show attendees to interact with vendors and their individual products.
Central to the marketing solution was the overarching theme and the structure itself. Four large towers, built with ProExhibits’ lightweight, flexible EuroSys system, created the cornerstones to the exhibit space using massive, eye-catching graphics. A 20′ X 40″ hanging sign tied all of the California Dairy exhibitors underneath so attendees understood they were entering an area dedicated to Real California Cheese, Real California Milk and Real California Dairy products. One of the largest hanging signs on the floor, it immediately commanded attention across the Exhibit Hall.
With branding continuity at work, additional creative methods were incorporated to attract visitors to the pavillion. On the corners, tower monitors informed passers-by about California’s milk industry and the importance of milk and other dairy products in their diet. Additional exhibits were strategically placed on key traffic aisles to attract attendees into the pavilion area. For example, a pairings booth invited people to mix and match cheeses with different foods. A pizza kiosk was also located in the aisle to showcase a multitude of different recipes using Real California cheeses.
“This year’s custom rental solution for CMAB’s pavilion was fresh and different”, states ProExhibits’ President, Dick Wheeler. “At ProExhibits, we carefully analyze the requirements of each client’s needs, then very purposely craft every intricate event detail towards optimizing return on investment. Superior marketing solutions is what works best in today’s competitive environment and what ProExhibits team of experts delivers.”