UNITED For business
Creating tech-driven experiences for an industry leader.
Project Brief
When United for Business wanted to elevate the presence of technology in their booth at GBTA, Derse delivered a successful exhibit from design to execution.
Strategies:
CHALLENGE
As a leader in aviation, United for Business planned for a new exhibit for the Global Business Travel Association convention (GBTA) that contained multiple memorable spaces for their attendees. United for Business trusted Derse to design, build, and execute a high-tech exhibit that complemented their reputation as leaders in the industry.
High-tech Signage
In the center of the exhibit, behind the reception counter, a four-sided LED structure provided signage and digital content for the entire show. Designed to imitate airport signage, the structure offered attendees a high-tech first impression and provided them with clear navigation. The LED structure displayed arrows in the direction of each alliance partner and included the presentation schedule for the duration of the show.
Presentations and Broadcasted Interviews
To draw attendees into the booth, the presentation space featured a retired wingtip of a plane. Derse constructed a museum-style display with the wingtip to provide a historical contrast from the booth’s high-tech experience.
Derse designed the presentation space with the goal of eliminating the cluttered noise on the trade show floor. Headphones were provided to keep attendees focused and eliminate distractions to in-booth meetings.
Debut of New Domestic First Class Seats
As United Airlines prepared for GBTA, their new domestic first class seats were soon to be released. GBTA was the perfect opportunity to debut the seats to their target audience; therefore, Derse created a central space in the exhibit for attendees to experience the new seats.
“Cleared to Land” Activation
Integrating United for Business' digital marketing efforts with their face-to-face marketing experience, Derse designed a space for attendees to play their “Cleared to Land” game. During the activation, attendees attempted to digitally land a plane. Winners were awarded first-class plane tickets.