Business Travel Show, Case Study

Getting noticed in a sea of 9000 people

THE PROBLEM

You’re a travel brand, you’re growing, you might even be growing damn fast, you win more RFP’s than you lose, but the VP of sales is still asking you fill the funnel with more opportunities.
That damn sales funnel, it takes a lot of effort get sales opportunities into there. Your cost per lead is going up all the time and then you’ve got to nurture them along the sales process.
So you exhibit at the Business Travel Show, you’re promised thousands of buyers, 9000 of them in fact, there’s even a hosted buyers programme, each buyer spending over a million a year on travel, the perfect hunting ground. Your sales manager says “it’ll be like shooting fish in a barrel“.
Sales managers always say crap like that.
So you book a slot, invest in an exhibition stand and rally the sales teams to get some meetings in the diary across the 2 days. Oh and you even run a couple of adverts in Buying Business Travel in the lead up to the show.
But instead of shooting all that fish, the sales guys complain; “they love the product once they’ve seen a demo but nobody knows we’re even here,“.
The only way to get noticed is to do the opposite of everyone else. Especially when everyone is shouting at the same time.
AT BTS IN 2019, THERE WERE 260 EXHIBITORS. 259 OF THEM WERE PISSED OFF, ONLY 1 WAS TRULY HAPPY; EGENCIA.
Egencia owned BTS in 2019, as it has done for the last couple of years. Everyone and we mean everyone noticed who they were and what they were saying. And that’s why their sales team smashed those 2 days out of the park.
So the question you should be asking yourself is: how do I get noticed?

OUR SOLUTION

Egencia have big competitors with very deep pockets. So rather that going toe-to-toe with the competition we, that’s Mellor&Smith, got creative.
A stand with a single purpose, to get noticed by as many people as possible. No fluff, no confusion, no gimmicks and definitely no waffles unlike Booking.com.
A stand that makes VIP’s feel like VIP’s.
A stand that on the hour (every hour) hosts the biggest product demo at the show. Each time 200 people stopping to watch the latest Egencia product offering.
A sponsored central cafe with the single purpose of facilitating as many meetings as possible.
2 of the biggest billboards you’ve ever seen, 50 metres wide and easily the most photographed brand at the show.
316k social media impressions over the 2 days
And easily the most motivated sales team at the show. Hungry, ambitious and very busy.

RISKS TAKEN

Stripping the stand back to a core function takes guts, because every other brand obfuscates behind a miss-mash of messages.
Sectioning off a portion of the stand for VIPs by making a Business Lounge.
Going out on a limb and branding up the 2 biggest surfaces in Olympia… but wow, they’re like rocket fuel in getting you noticed.

RESULTS

SOCIAL MEDIA IMPRESSIONS, 316K.

MOST VISITED STAND AT THE SHOW.

MOST PHOTOGRAPHED BRAND AT THE SHOW.

“WE'VE GROWN INTO THE MOST STAND OUT BRAND AT BTS. PUNCHING WELL ABOVE OUR WEIGHT AND TAKING MARKET SHARE.”

- Adrian Whitcombe, Senior Marketing Manager, Egencia

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Master of Decibels (MD)
Creative & Event Organiser
Design Director