CAMPAIGN: Elanco Animal Health at VMX 2025
CLIENT: Elanco Animal Health
FABRICATOR: Hamilton
Hamilton Creates Immersive Multi-Exhibit Experience for Elanco Animal Health at VMX 2025
Creating Cohesion Across Five Unique Experiences
At VMX 2025, the premier veterinary conference, Elanco aimed to reinforce their position as a global innovator in animal health. Elanco needed a multi-exhibit experience that visually captivated, functionally engaged, and strategically connected with veterinary professionals to launch Zenrelia™ and reinforce their reputation for innovation. The challenge for Hamilton was to craft five distinct yet cohesive experiences: the Corporate Exhibit, Innovation Zone, Zen Garden, and two sponsored areas, the Puppy Playground and Cat Nap Café.
Immersive Design Through Story and Space
Hamilton’s strategy focused on architectural storytelling, spatial flow, and brand immersion. The 50’ x 60’ Corporate Exhibit was designed to integrate education, hospitality, and interaction, with engagement woven into every corner. The space was divided into product-focused zones with hands-on engagements and custom workstations. A central theater hosted presentations, while casual meeting spaces encouraged deeper conversations. The Credelio Cat Cafe created a sensory experience by incorporating the vanilla theme of Credelio, offering vanilla-flavored snacks and diffusing a vanilla scent throughout. The open layout allowed intuitive navigation and encouraged repeat visits.
Adjacent to the Corporate Exhibit, the Innovation Zone highlighted Elanco’s cutting-edge product development. Split into two lab environments—one for Zenrelia and the other for Credelio Quattro™—each lab featured clean, modern lines and interactive displays that reflected the scientific rigor behind the products.
The 30’ x 70’ Zen Garden, a serene, zen-themed relaxation area, was built to support the launch of the “Reach for Zen” campaign for Zenrelia. Designed to immerse attendees in tranquility, it incorporated organic materials, soft lighting, and acoustically treated visuals. The space featured a sandpit, hydration station, meditation gazebo for yoga sessions, hospitality lounge, and floral crown station. Sculptural trees and cloud-like lighting added a whimsical touch, making the Zen Garden a peaceful sanctuary.
Elanco also sponsored the Puppy Playground and the Cat Nap Café—interactive lounges adjacent to the Corporate Exhibit—where attendees could relax and engage with puppies or cats, while staying immersed in Elanco’s brand.
Elevated Engagement, Proven Impact
Hamilton won a Platinum 2025 Hermes Creative Award for their work with Elanco on the Corporate Exhibit. Elanco’s Corporate Exhibit also received the Best in Show Exhibitor Award for Best Large Island at VMX 2025. The Corporate Exhibit achieved an average dwell time of 12 minutes and a repeat visitor rate of 7.59—nearly double the previous year. Engagement soared, with 34.1% of attendees becoming active participants. The Zen Garden attracted over 5,300 visitors, with 81% also visiting the Corporate Exhibit. By focusing on purposeful architecture and cohesive storytelling, Hamilton delivered a multi-exhibit experience that exceeded Elanco’s goals and set a standard for veterinary conferences.
Testimonial
“I am so thankful for the collaborative partnership we’ve built with Hamilton. Their service consistently goes above and beyond, their creative design process brings our vision to life in stunning ways, and their flawless build and execution ensures a top-tier experience every time. I truly value the dedication and expertise they bring to each project.”
–Debra E. Smith, CMP, Manager, Conferences and Live Events, US Pet Health-Elanco Animal Health
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