Challenge: Brand and distinguish a new rotorcraft leasing company in a crowded marketplace with multiple competitors; prepare the firm to exhibit at its first trade show in just two months.
Strategy: Capitalize on the Macquarie name and leadership team experience while setting the company apart visually with a unique exhibit design.
BDN developed a cost-effective, but unique, turnkey exhibit rental punctuated by bold colors, graphics and messaging (“Experience What’s New in Rotorcraft Leasing”). Pre-show invitations and at-event media coverage helped raise awareness and drive exhibit traffic.
Despite a less-than-ideal location, MRL enjoyed heavy exhibit traffic, with customers and news media lined up to meet with the team. Conference rooms were booked solid and several new deals were inked during the event. MRL also received multiple inquiries about its head-turning exhibit style, resulting in three new business referrals for BDN.
