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Dicker Data

Transforming the digital landscape for the TechX roadshow


TechX 2022 saw Creative Hire partner with Australia’s largest homegrown and locally owned technology distributor, Dicker Data, to bring together the IT community and lay out a pathway for Australia’s digital transformation over the years ahead.

The stakes were high for the TechX Roadshow, after a year’s delay to the biennial event due to the global pandemic, which brought about a dramatic change in the technology landscape. During August and September, Creative Hire partnered with Dicker Data for the fourth time on the event, to produce the roadshow across 4 key cities.

Housing the community of IT resellers and vendors under one roof, the series of one-night-only events provided a forum to explore the evolving technology landscape. The tight turnaround also meant that Creative Hire needed to work closely with Dicker Data to ensure a seamless rollout and project management schedule.

Dicker Data
Exhibition / Organisers
ICC Sydney – The Gallery
August – September 2023
50+ Sponsors in each location
Dicker Data VMWARE TechX Roadshow exhibition stand upgrade at ICC Sydney
Dicker Data Cisco exhibition upgrade stand at ICC Sydney for TechX Roadshow


Over the past few years, the technology landscape had completely changed and Creative Hire was tasked with producing a roadshow that acted as a catalyst for the adoption of new technology, which showcased the strength and authority of the business within the industry. Delivering TechX presented its own unique set of challenges in 2022, as pandemic-driven labour-hire shortages meant that installing a large number of stands in one night became even more of an obstacle, requiring an additional layer of precision planning, which Creative Hire applied with ease.

The TechX Roadshow brought together over 50 of the worlds leading technology vendors that represent a wide range of different solutions to assist in driving the Australian industry forward.

Creative Hire employed their extensive convention centre knowledge and industry experience of what it takes to ensure event success on such a scale. The 6-metre-long registration desk adorned with sponsor signage assisted in effectively filtering the thousands of attendees through to the conference in a timely and professional manner. Additionally, the stage set and plenary room entrance were dressed with large 3D TechX foam lettering, delivering a branded experience and enhanced engagement within the forum arena.

In the exhibition hall, the Gold and Platinum sponsor stands were constructed with Creative Hire’s modern new eclipse walling system. The stands included raised flooring, arm lights, and power supply, all tied together by the polished digitally printed fabric signage displayed across the panels. Additionally, the Platinum stands were extended with header signage, and the 6 Diamond level sponsor stands were a mix of custom elements and premium hire ranges, all sourced and built in-house within the DisplayWise Group, under which Creative Hire operates.

Meticulous planning and a strong corporate culture of problem-solving, allowed the seamless delivery of the event, as Creative Hire demonstrated the benefits of a long-standing professional team to project manage the roadshow, throughout a period of high staff turnover and labour shortage. Creative Hire also managed the freight of the entire roadshow to and from the 4 venues, requiring a high level of preparation to execute the event successfully across 4 states over the space of 2 months.

Dicker Data stage with oversized lettering at ICC Sydney for TechX Roadshow
Dicker Data stage with oversized lettering at ICC Sydney for TechX Roadshow


Custom design elements injected the arena with branding through the foam TechX lettering, large registration desk and Diamond sponsor stands. The professional Creative Hire team travelled with the roadshow to each location, ensuring a seamless rollout and a consistent and reliable workforce in a difficult labour market.

Creative Hire’s strength in precision planning, creative solutions and knowledgeable team, allowed the successful delivery of the 2022 TechX Roadshow, positioning Dicker Data as an industry leader through a series of events that continue to allow them to define the market.

“We started the partnership with Creative Hire as we went out to explore and create something new in the market that hadn’t been done before. The reason that we have stuck with Creative Hire for all these years is that their ethos of driving innovation and pushing the boundaries aligns so closely with ours. I would describe the Creative Hire team as a team that never gives up. They always keep pushing forward, and there’s no challenge that’s too big”

Ben Johnson, General Manager – Marketing & Strategy Australia & New Zealand, Dicker Data

Dicker Data Registration Desk TechX Roadshow exhibition at ICC Sydney

This event has also been recognised as both the NSW and National ‘Exhibition of the Year’ in the Meetings and Events Australia (MEA) Awards for Excellence.

MEA’s awards program is the most prestigious and highly regarded event industry awards program in Australia. The Awards recognise outstanding achievements in creativity and impact for events held within Australia over a 24-month period.

Speaking of the win, Dylan Retif, CEO of Creative Hire commented,

“We’re honoured to be recognised by MEA, a distinguished leader in our industry, for this esteemed award in partnership with our long-standing client Dicker Data. MEA has been a steadfast supporter of our industry, particularly during the recent challenging times as we return to in-person meetings and events. We’re grateful for their unwavering commitment to fostering growth and innovation within the events and exhibitions sector.”

“At Creative Hire, we thrive on pushing the limits of what is possible in the events and exhibitions industry. Our passionate team live and breathe events and this recognition highlights our determination and commitment to delivering show stopping experiences for our clients.”

“We extend our gratitude to Dicker Data for their invaluable support throughout this incredible journey and their partnership has played a pivotal role in our success.”

Inspired by Dicker Data’s experience? 

You bring the brief, we’ll blitz it.

Inspired by Dicker Data’s experience? 

You bring
the brief,
we’ll blitz it.

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