In the world of amusement parks and attractions, a successful trade show presence can be the difference between blending in and making a lasting impact. For a company like Sally Corporation, the world’s leading designer and manufacturer of dark rides, standing out at a massive event like the International Association of Amusement Parks and Attractions (IAAPA) is not just an opportunity—it’s a necessity. This is where strategic exhibit design becomes a crucial component of their marketing and brand strategy. At Divinitas, we had the privilege of partnering with Sally Corporation to ensure their presence at the IAAPA shows was not just seen, but remembered.
The IAAPA show, at Orange County Convention Center, Orlando, Florida is the premier global event for the attractions industry. It’s where innovation is unveiled, deals are struck, and relationships are forged. For exhibitors, the goal is to captivate a demanding audience of industry professionals, from park owners and operators to developers and investors. Simply having a booth isn’t enough; you need an experience that reflects your brand’s unique capabilities and leaves a powerful impression. Our collaboration with Sally Corporation for both the 2017 and 2018 IAAPA shows demonstrates how a well-executed exhibit can achieve this and more.
The Challenge: Celebrating a Milestone and Showcasing Innovation
When we first began working with Sally Corporation in the lead-up to the 2017 IAAPA show, we were faced with a unique opportunity: to celebrate their 40th anniversary. This wasn’t just about designing a booth; it was about creating a tribute to four decades of imagination, creativity, and unforgettable dark rides. Our objective was to craft an exhibit that not only marked this significant milestone but also showcased their unparalleled expertise in a way that was both visually stunning and highly interactive. We understood that to truly make an impact, the exhibit needed to be more than a static display—it needed to be an immersive brand experience.
The 2017 IAAPA Triumph
For the 2017 show, we focused on telling the story of Sally Corporation’s history and their vision for the future. The exhibit design was meticulously planned to draw attendees in, invite them to interact with the brand, and demonstrate the magic behind their dark ride creations. The result was an exhibit that became a destination in itself. It was a space where show attendees could not only learn about Sally Corporation’s impressive portfolio but also feel a connection to their legacy. This innovative approach to exhibit design paid off in a big way—Sally Corporation was formally recognized by IAAPA for outstanding booth design. This prestigious award was a testament to the power of a well-thought-out exhibit and the strength of the brand story we helped them tell.
Building on Success: The 2018 IAAPA Show
Following the incredible success of 2017, the pressure was on for the 2018 show. We knew we couldn’t simply replicate the previous year’s design; we had to evolve it. The goal was to build on the momentum, create an even bigger splash, and maintain Sally Corporation’s reputation as a true industry leader. For the 2018 show, the team at Sally Corporation came to the table with some fantastic new additions, including a major in-booth reveal that would generate significant buzz and excitement. Our role was to design an exhibit that could serve as the perfect stage for this reveal, amplifying its impact and ensuring a memorable moment for everyone in attendance.
A Major In-Booth Reveal
The highlight of the 2018 exhibit was undoubtedly the major reveal. This strategic element was a masterclass in trade show marketing. It created a sense of anticipation and gave attendees a compelling reason to visit the booth. The design of the exhibit was created to build up to this moment, with a layout that guided visitors through different areas and culminated in the big reveal. The excitement was palpable, and the reveal itself generated significant media attention and social buzz. It was a clear demonstration that a trade show booth can be so much more than a display—it can be a launchpad for major announcements and a powerful tool for brand engagement. Once again, Sally Corporation made a tremendous impact, not just with their awe-inspiring exhibit but with their bold and innovative approach to the entire event.
The Power of Strategic Exhibit Design
The success of Sally Corporation at the IAAPA shows in 2017 and 2018 underscores a vital truth about trade show marketing: it’s not just about the product; it’s about the presentation. A well-designed exhibit can transform a standard booth into a dynamic environment that tells a brand’s story, showcases its unique value, and fosters meaningful connections with potential clients and partners. Our work with Sally Corporation is a perfect example of this philosophy in action. By focusing on their brand story and creating an experience that was both interactive and impactful, we helped them achieve their business goals and cement their status as an industry icon.
For any company looking to make a big brand splash at their next trade show, the key is to think beyond the booth itself. It’s about crafting an immersive experience that aligns with your brand identity and captivates your target audience. It’s about celebrating your successes, showcasing your innovations, and inviting people to become part of your story. The team at Sally Corporation did all of this and more, and we were honored to be a part of their success. A huge congratulations to the entire Sally team on another fantastic show!
Divinitas is your Orlando connection.
Located only five miles from the Orange County Convention Center, our 44,000-square-foot facility is the ideal launching point for your next Orlando Trade Show success. In addition to dramatically reducing shipping costs, its proximity as a staging area adds extra time to your exhibit fabrication and refinement schedule. Plus, it puts our entire support team in a position to support you with rapid response should additional assistance be needed during the course of the show.
We believe that every brand has a powerful story to tell, and we are here to help you tell yours in the most impactful way possible.
Ready to elevate your trade show presence and make an unforgettable brand splash?
Discover how Divinitas can transform your next exhibit into an award-winning experience. Request a complimentary exhibit design and cost-guarantee estimate today by reaching out. Let’s create something incredible together!