the problem |
Liberty Travel Groups had no more than 5 weeks to plan, design, and coordinate their 10 x 10 space at the Annual NJ Travel Expo, the largest event of the year for the company and largest event of its kind in the state. This was but a small section of a center that would have an incredible number of booths all vying for the consumer's attention.
After two years of prior exhibitions with an average attendance of 6,000 people with not one recorded sale or lead, Liberty Travel Groups needed a creative intervention.
The critical key point of action became how to stand out amongst an ocean of competition. I knew immediately this space would have to be visually captivating, inviting, and above all, "transportive." After all, the service to be sold was travel— specifically for groups.
After an in-depth familiarization with the LTG business, I saw a major advantage that the brand had over the OTA (online travel agent) competitors:
Liberty has been in business for over 60 years. Their history spoke volumes about their expertise and the quality of their one-on-one consulting. This tailoring is what that group travel requires to be at it's most optimal.
1. The challenge was in creating and enlivening a concept about their history through an interactive, 3-D space that would both transport and speak to the core groups: destination weddings, celebrations/family reunions, and organizations.
2. Being that their top strength and differentiation was face-to-face consulting, I developed the "at-home" space, seen above, with special zoning developed to speak more specifically to families or brides-to-be.
3. I sourced photos of all types of celebrations, vintage maps, and vintage post-it notes that I combined with my original designed collateral that promoted the brand's customer value propositions. All of this was assembled and adhered to the open armoire door, in an organic scrapbook style.
4. I worked with a furniture and prop supply company and thoroughly combed through every inch of the warehouse to find the perfect furniture, old family photos, heirlooms, art, dining sets, suitcases, and more. It was critically important to execute the concept in such a way that we could show an evolution of our brand through this nostalgic collection of familial artifacts.
5. I also had the joy to work alongside a florist, whom I met one early morning to visit shop after shop to hand-pick every single flower, bush, and tree that would go on to create arrangements we collaborated on and finish the space with an enveloping aroma and presence. This was done, again, to keep the concept flawlessly consistent and ensure that the vision at hand was seen through all eyes harmoniously.
*After deducing the furniture and props rented that were sent back unused.
They had an unprecedented and incredible response to
Our clients were thrilled and excited by a space that was intoxicating and the team was completely saturated with personal engagement all day.