Challenge
Creative Hire was engaged by The Capricorn Society to deliver their trade shows at both the ICC Sydney and the MCEC for the first time in late 2022. As these two “pit stops” in NSW & VIC comprised a large proportion of their annual roadshow across Australia & NZ, it was crucial that Creative Hire deliver a seamless execution. With a membership exceeding 25,000, The Capricorn Society is a member-owned organisation that offers support and services to automotive and industrial trade businesses. A diverse gathering of members and industry professionals, the event provided a unique opportunity for networking, knowledge sharing and building brand awareness.
Creative Hire was tasked with creating 140 booths across the two venues, alongside a striking entrance feature and custom-designed stand for The Capricorn Society. Due to the larger floor space occupied within the MCEC, Creative Hire was required to design two different floor plans to encourage the best presentation for each venue. Additionally, the inclusion of eleven car sites within each floor plan meant careful planning, coordination, and management were required for this complex project.
Client | Capricorn Society Trade Show |
|---|---|
Service | Event & Conferences |
Location | ICC Sydney & MCEC |
Date | November 2022 |
Size | 70 booths each location
|
Solution
A striking three metre high custom-branded entrance feature set the scene as attendees were immersed in the event upon arrival. This led through to the 18SQM custom-designed Capricorn Society stand that was stored and used for both trade show locations. The stand featured supplementary counters to promote a smooth and efficient transition when addressing enquiries from attendees. Avoiding congestion improved the overall experience for attendees whilst facilitating increased opportunities for The Capricorn Society representatives to engage with potential clients. Additionally, Creative Hire recommended the inclusion of striking custom fabric signage panels, a 65-inch LCD touchscreen and downlights to highlight brand messaging.
Creative Hire employed their Eclipse system to build the 70 exhibitor booths at each venue, a combination of 6×3 and 3×3 layouts. They each featured aluminium frames, LED arm lights, power and digitally printed fascia signage. Exhibitors were also given the option to upgrade the standard white walling to fabric or PVC custom signage, increasing their brand presence.
Effective floor plan design and meticulous project management were crucial in coordinating a seamless delivery, bump-in, and bump-out process for the show. With eleven car sites included at each trade show to attract and engage attendees, Creative Hire leveraged their project management expertise to ensure these did not disrupt the overall project timeline.
Although the layout within The Gallery at the ICC Sydney was slightly more compact, the adjusted layout within the MCEC featured a 72-metre-long continuous line of booths as well as a bar area for attendees to connect and relax. Additionally, due to the extra space available at the MCEC, Creative Hire placed lounge furniture alongside the Capricorn Society stand to promote engagement. Creative Hire also leveraged their extensive hire range to supply 3000SQM of carpet tiles for the Melbourne trade show.
Result
The trade shows’ success owed much to Creative Hire’s skill and capacity to anticipate and mitigate potential challenges, drawing on ourprior experience. Creative Hire ensured the events ran seamlessly and catered to the needs of both the Capricorn Society members and suppliers. The Capricorn Society was thoroughly impressed with the outcome in Sydney and Melbourne and has already contracted Creative Hire to produce the trade show across five Australian states in late 2023.
“I was extremely impressed with the professionalism and support that we received from Creative Hire. We had so many positive comments from our members and suppliers on the booths and the layout of our tradeshows.
The Creative Hire team were fantastic to deal with, prompt and efficient and took the time to ensure that every little detail was taken care of. Their attention to detail is second to none and they were extremely accommodating to our needs and changes”.
Michelle Cook, Travel & Events Manager
Capricorn Travel Australia
