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News + Press

03/2010 ENCOMPASSING EXPERIENCES - INTERVET SCHERING-PLOUGH ANIMAL HEALTH USES SPHERE STRUCTURE TO EDUCATE NAVC ATTENDEES


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Each January, the NAVC Conference brings 16,000 attendees from over 70 countries to Orlando from every realm of the veterinary health care profession. This is Intervet Schering-Plough Animal Health's opportunity to present one of the industry's most innovative portfolios, spanning products for the prevention, treatment and control of disease in all major farm and companion animal species. But with 700 other exhibitors, Intervet Schering-Plough Animal Health needed to make sure its exhibit grabbed their attention bringing them in from the aisle, but also keeping them in the space long enough to educate them on products and services.

Intervet Schering-Plough Animal Health had planned interactive games to play as the main exhibit experience. Inter-Global Exhibitions Group built a sphere to house these games, bring a focal point to the exhibit and seclude the players from the rest of the show floor. Constructed of 2" round, 16" wall aluminum tubes with fabric silver spandex, the 14.40ft x 15ft sphere was cost-effective to install and fabricate, and beautiful in its application. It was lit on the inside creating a glowing effect, which drew attendees gaze from the aisles and the lighting on the stairs showed them the way. Attendees played games in the sphere focusing on the monitors without the distraction of neighboring exhibits and other attendees, resulting in longer visits.

To make sure Intervet Schering-Plough Animal Health was visible throughout the 178,500 sq. ft. show floor, IGE Group constructed an oversized hanging logo sign. The Convention Center's ceiling was very short, so this created a bit of a challenge. IGE Group solved the problem with a lot of preplanning on the truss work to ensure the sign was aligned perfectly with the booth and extending corner to corner.

The Intervet Schering-Plough Animal Health exhibit not only grabbed their target audience's attention but brought them into a brand experience devoid of their competitors of the rest of the show for a few brief moments. A captive audience...just what the sales team ordered.