Raising the stand standard

I read with interest the article on the Vauxhall Motors (VM) exhibition stand (MW January 11) but just wanted to comment that the design and fabrication of the structure is not the whole story. VM, in common with most major exhibitors, is finding that an immaculate-looking stand is not enough to attract visitors or buyers. Something more is needed to help exhibitors stand out from their competitors and bring further value to their brand.

So on the VM stand at the Birmingham Motor Show, Jack Morton Worldwide conceived, designed and produced an interactive walk-through environment – the “Professor’s Laboratory”. This concept built on the high-profile advertising featuring Griff Rhys Jones as the “professor” character. The “professor” was seen and heard putting various VM claims to the test and inviting visitor participation. It appealed to adults and children, while at the same time bringing VM’s key messages to life. It fully supported VM marque objectives and turned a corner of the stand into a fun, motivating “journey”. In our experience the so-called “messaging” component of an exhibition presence is often overlooked – but not by VM. Physical fabrication and the subsequent “look” of stands is always important, but so are the communication devices found on them. When properly integrated, they truly involve visitors and instil a powerful positive effect across the marque.

Jeremy Garbett

Director Vauxhall account

Jack Morton Worldwide