London Display provide exhibition hire stand for HSBC Insurance Brokers

Stuart Jackson, Aura Design Limited, October 2007

HSBC Insurance Brokers has a clear presence in the insurance and risk management arena and the backing and resources of the HSBC Group. As partners of the event sponsor, AIRMIC (The Association of Insurance and Risk Managers), and with an established market presence, HSBC Insurance Brokers were faced with the stress of exhibiting at an AIRMIC conference for the first time.

Challenge:

The prime objective of exhibiting at AIRMIC was to introduce HSBC Insurance Brokers into the insurance and risk management conferencing arena properly. With a presence already in the market and the many resources of the HSBC Group at its disposal, it was important for HSBC Insurance Brokers to stand out and be seen as an identity in their own right. The exhibition stand also needed to be fun and approachable whilst maintaining a clear sense of professionalism without looking like the sometimes staid appearance of insurance companies.

Solution:

HSBC’s design agency, Aura Design Limited approached London Display because they were looking for an exhibition stand contractor who could provide value for money, responsiveness, reliability, a proactive approach and innovation. Reviews from previous exhibition stand projects and a competitive proposal were also important factors in Aura Design’s decision to work with London Display.

London Display was able to interpret the brief and understand HSBC’s needs as a first time exhibitor. The final stand design chosen was an exhibition hire stand. This was the ideal solution because HSBC had committed to this single event only and the purchase of the stand would have tied up capital unnecessarily.

Being an exhibition hire stand did not mean compromising on the Exhibition Design. From a design perspective, London Display’s solution was to create ‘stand out’ brand identity by placing the company name and logo at height on large overhead banners above the stand. Below these the stand structure was left very open as the exhibition room overlooked the London landmark of Westminster Abbey, visitors to the stand could view the Abbey through the open structure. The unusual shape and angle of the stand design also contributed to the stand getting noticed in the crowded exhibition hall.

HSBC featured an interactive game on the stand using a plasma screen and held a free prize draw to win tickets to the recent Rugby World Cup. They were also able to secure the presence of England Rugby World Cup Captain Martin Johnson on the stand. These combined crowd pullers helped greatly to ensure HSBC’s first attendance as an exhibitor at AIRMIC was remembered by visitors.

The project required London Display to be very responsive in light of very tight timeframes and required a great deal of time to be spent on finer details such as sourcing the right type of lampshade to dress the exhibition stand properly. Project management was a key component to the successful delivery of the HSBC exhibition stand. London Display worked closely with the organisers and Aura Design to make sure all components of the stand were delivered and installed on budget and on time.

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