|
When Wyeth, a Madison, N.J.- based pharmaceutical company, decided to promote its brand at one of the top industry events in South America, time was of the essence. And on top of the deadline crunch, the decision to exhibit at the Pan American and Iberic Congress of Intensive and Critical Care Medicine event, to be held at Punta del Este, Uruguay, Nov. 17-21, 2007, was potentially full of logistical and design challenges. The company also quickly realized that although its domestic tradeshow program was well taken care of, it needed a global partner with specialized regional expertise and manufacturing capabilities to take its exhibit to the international level.
 |
|
IGE created this cost-effective, safari-themed exhibit for Wyeth, a Madison, N.J.-based pharmaceutical company.
|
Inter-Global
Exhibitions (IGE), a global exhibit firm, quickly proposed a concept that could
be produced quickly and cost effectively. Based in Denver,
Colo., IGE was originally founded in Santiago, Chile,
and still maintains manufacturing facilities in South
America. Since 1994, the firm has also expanded its presence to
Europe and Asia. Unlike many exhibit houses
that work with partners, IGE has the luxury of having its own manufacturing
facilities around the globe, which ensures top quality production and
eliminates many issues typically associated with working overseas.
“The clients we
work with have global needs, whether they’re foreign companies wanting to
exhibit in the United States or domestic companies looking to exhibit domestically
and internationally,” said Gino Pellegrini, president of IGE. “They
want one source to design and manage their exhibit programs. We can do that for
them. We can serve them here in the U.S. and then we take them
throughout the world.”
Based
on Wyeth’s requirement, IGE
chose a safari theme that related to the primary product promoted in the
23’x23’ exhibit. The design incorporated color, landscaping and accents that
played off the safari theme while also maintaining corporate and product brand
integrity.
Rather than relying
on more expensive structural elements, the IGE design creatively employed
landscaping, grasses and stones to cost-effectively create the safari look and
feel. Vinyl logos in multiple, high-profile locations maximized product
visibility while not breaking the budget. IGE took Wyeth’s graphics and chose a
warm, bronze/orange color for the booth’s primary hue. Black and white were
used as accent colors in such details as striking zebra stripes and vinyl paw
prints, while
of course keeping the Wyeth brand, look and feel intact.
IGE kept budget
constraints in mind when choosing exhibit materials as well. This was a
one-time exhibit, and IGE helped Wyeth recognize how it could maximize its
investment by recycling portions of the exhibit.
“You can’t enter
an international marketplace and set up the same exhibit you designed for a
show in Las Vegas,”
said Pellegrini. “We know that each exhibit must have the same look and feel and
brand consistency anywhere it’s built, but we also know that each country has different
customs and business
practices, and they have different design appreciation as well.”
Companies depend
on Pellegrini’s international design experience to customize exhibits for their
international tradeshow programs, and also to make the necessary design
adjustments before they’re built abroad. IGE doesn’t typically ship exhibits overseas, for cost
reasons. Instead, they build them in-country, where the firm’s 14 years of
international experience comes into play.
“Right now a lot
of companies are expanding globally,” Pellegrini said. “The dollar is weak and
they want to export their services overseas, some for the first time. They’re
looking for help. They want partners who have been there before, not travel
companions embarking on the adventure with them.”
|
