the experiences

Steps Away to All That is Baltimore

Transcending the traditional tradeshow environment to gain foot traffic.

Challenge                                                                                                                                               BACVA, the Baltimore Area Convention and Visitors Association, sought to target attendees among a busy agenda at the American Society of Association Executives (ASAE) conference.  Their goal:  convince those with the power to book future conferences for their associations to come to Baltimore. Their theme:  “Two Feet Away” — that is, Baltimore is an eminently walkable city with unique offerings just steps in any direction from event sites.

Insight                                                                                                                                                             In order to make an impactful connection, we need to engage in a unique way.  We started by turning BACVA’s convention booth into a two part experience that transcended the traditional tradeshow environment – both on the floor and on the streets of Chicago, Washington, DC and Philadelphia – important targets for meeting planners. Feats conceived and orchestrated a partnership with popular shoe brand, Crocs, giving away the whimsical shoes onsite and using them to help tell the “steps away” story.  The promotion attendees collected charms (or jibbits) for their Crocs, representing the many fun attributes of Charm City.

Impact                                                                                                                                                     That’s “the way it should be done” affirmed both client and show management. The unique give-away and accompanying promotion was a huge hit.