Michelin Exhibit Features Real Section of Racetrack - Event Marketer

Michelin Exhibit Features Real Section of Racetrack

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Brand: MICHELIN
Agency: CAMPBELL-EWALD
Awards: EX AWARDS — BEST TRADE SHOW EXHIBIT
Year: 2005

Michelin brought its own piece of the racetrack to the Specialty Equipment Market Association’s Las Vegas trade show. The goal: Support its positioning among automotive experts as the go-to brand of tires.

The exhibit’s exterior featured a large, banked section of racetrack, topped with five high-performance vehicles, including a sexy Porsche Carrera GT.

Inside, an elevated stage surrounded by tires hosted q&as with American LeMans Series drivers and AMA Superbike riders, and autograph sessions gave visitors the chance to get photos taken with the stars (or the Michelin man).

Underneath the track was a VIP meeting room, and the Michelin Performance Tunnel, which featured a video wall that showed a custom-produced CGI racing movie.

More than 94 percent of those who visited the exhibit found it “extremely” or “somewhat” impressive. More than 85 percent said the exhibit improved their opinion of the brand, and more than 68 percent said it increased the likelihood they’d buy Michelin.

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