Phillips 66

A memorable and engaging proprietary event for Phillips 66 customers.

Client

Phillips 66

Solution

Industry

Auto

Project Brief

Phillips 66 turned to Derse to bring to life a memorable and engaging experience for their customers and dealers at their proprietary event In Las Vegas through a variety of touch points and activations weaving throughout the space. From spatial planning to graphics and architecture to implementation, Derse supported Phillips 66 to design and execute a successful event at the Aria Conference Center.

Strategies

Purposeful Creative
Customer Experience
Program Management

Held every two to three years, Phillips 66 hosts a Marketers Conference event which brings together their dealers and customers from all over the world to attend sessions and a small trade show.

It is here they learn about the Phillips 66 brand and all of the various programs designed to help them succeed. The Fuels, Lubricants, and Aviation divisions of Phillips 66 are all represented, with the goal of inspiring and engaging attendees to go back and build their businesses to be even stronger. They turned to Derse, their current exhibit partner, to help create the overall design look and feel of the common areas, registration, and even to be the turnkey general contractor for the trade show portion of the event.

Upon entering the main event space, attendees were greeted by impactful and eye-catching graphics designed around the theme of the event. Thoughtful signage and wayfinding graphics were woven throughout the space to guide attendees.

The main entrance highlighted each of the company’s divisions while displaying them as a “united front” on the show floor.

The entrance area was supported with a unique history collage wall that was 20-feet tall to create maximum visual impact for the attendees and marketers.

Exhibits for each of Phillips 66’s divisions established the trade show area as the “hub” of the event. Attendees were encouraged to visit all the anchor exhibits on the show floor through a passport program, resulting in improved traffic throughout the trade show floor.

The “Fuel Your Success” theme had a dual meaning – referring to the company’s products and the ability to provide support across all of their brands in the US.

Attendance for the event was high, and Phillips 66 was able to achieve the goals of entertaining and educating their marketers and guests throughout the four day event. Derse and Phillips 66 successfully partnered together to plan and implement a successful, memorable, and engaging event that attendees noted was one of the best they had been to.