VisitBritain
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VisitBritain Consumer Exhibition Stand

Present Situation
VisitBritain regularly takes part in consumer fairs (e.g. CMT Stuttgart, Reisen Hamburg, TC Leipzig) in Germany, the stand size varying considerably according to the number of sub-contractors and importance of the event. The branding should reflect a strong hierarchy in the overall visual appearance of the stand: VisitBritain should be recognised as the umbrella brand, with countries and regions such as Scotland, England, Wales, London and the Channel Islands to be perceived on an equal footing. A further level is reserved for subordinate regions and exhibition partners. Thus, the stand construction design must be flexible enough to allow for both cases.

Target Group
The consumers are the prime target group. In constructing the stand it has therefore been imperative to allocate as much exhibition space as possible for brochures etc.

Solution
We have developed a modular construction system which enables the user to cover exhibition areas of 30-120 square metres. The central element of the system is the illuminated tower with the Britain marquee. The height of the tower can be adapted to the respective height of the exhibition hall. On a slightly lower construction level, countries and regions are grouped around the tower according to their branding. Within these sections, various counters and display areas were available to the sub-regions and partner companies.

Result
The standardisation of components and the reuse of materials during a period of four years resulted in a considerable reduction in costs per square metre. In addition, the system guaranteed a consistent and recognisable fair presence, irrespective of the number of participating exhibitors.


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