Park Life

When it comes to creating a branded exhibition stand, it’s important to consider how the finished result will attract visitors into the space to maximise return on investment, whilst balancing the less exciting practicalities of things like storage and meeting the venue’s requirements.

Following the development of our Be a Pet Detective campaign for Protexin Veterinary, we were asked to design their exhibition stand for the London Vet Show 2022. For their first big exhibition post-Covid, they had invested in a large space so we wanted to inject some fun and personality that would attract the animal-loving attendees.

Wanting something that didn’t feel like a typical show stand, we hit upon the idea of a destination, a sanctuary where people could come and take a break from the hustle and bustle of the show. Most people, particularly dog owners, will take a trip to the local park to get away from it all, so we decided to bring the park to London’s busy ExCel. That’s how our stand Park Life was born.

Park Life concept visual

To create theatre and a real wow factor, we designed a show-stopping tree that grew from the centre of the stand with other park zones surrounding it, complete with traditional streetlights. We worked closely with Protexin’s production company, Expocraft to create a park environment with different textures and materials, whilst communicating Protexin’s key messaging. Bespoke park benches doubled as hidden storage areas and we created animations and product literature for vets to learn about their portfolio.

And what visit to the park would be complete without an ice-cream? Local supplier, Lewis of London stepped up with their ice-cream bike, and it certainly went down brilliantly, with vets forming an orderly queue for a scoop (or two!).

Kate Rouse, Protexin Veterinary’s Senior Marketing Manager was thrilled with how the stand came together:

“Our stand looked great and received so many compliments. It drew visitors in during peak times and we saw an incredible 650% increase on leads captured and a 147% increase in competition entries vs last year. The casual seating worked really well, allowing our team to have meaningful conversations with visitors and the ice-cream was such a hit that we had a large queue on both days until it ran out!”

Protexin saw a huge 650% increase on leads captured vs. last year.