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Case Study: Hill & Partners creates new solution for General Cigar Company

General Cigar

The exhibit featured large double-sided fabric headers that displayed General Cigar’s corporate brand.

Hill & Partners, Inc., a full-service tradeshow exhibit design firm, recently partnered with General Cigar Company Inc. to create a custom rental exhibit in a footprint covering 80 by 100 square feet for the International Premium Cigar & Pipe Retailers Association (I.P.C.P.R.) annual convention and tradeshow held August 10-13 at the Ernest N. Morial Convention Center in New Orleans, LA.


General Cigar, the premier manufacturer and marketer of premium, imported hand-made cigars in the U.S., was the largest exhibitor at the highly-attended tradeshow. The 8,000 square foot exhibit featured new design elements and a percentage of turn-key rental components providing General Cigar with a unique brand presence at the prestigious tradeshow, that not only matched its prominent reputation, but ushered in the company’s 50th anniversary.

The creative team at Hill & Partners designed and managed the sophisticated booth, capturing and supporting General Cigar’s vision while providing further solutions to help execute the exhibit’s goals.

The successful result included a new tailor-made gazebo, designed by Hill & Partners then built at the General Cigar Dominican factory, and was shipped to New Orleans.

A custom cigar roller was stationed within the gazebo, adding an extra element of interaction with tradeshow attendees.
In addition to the eye-catching gazebo, the exhibit featured large double-sided fabric headers that displayed General Cigar’s corporate brand, with tower images of the company product line in various stages of production.

General Cigar

The 8,000 square foot exhibit featured new design elements and a percentage of turn-key rental components.

“We were delighted to have the opportunity to work with such a respected leader in the premium cigar industry; the synergy between Hill & Partners and General Cigar was evident from inception to completion of this outstanding booth,” said Michael McMahon, president and CEO of Hill & Partners, Inc. “We look forward to showcasing it at the 2011 I.P.C.P.R. coming to Las Vegas in July of next year.”

General Cigar introduced a variety of products at this year’s tradeshow, including the Macanudo Cru Royale, a new brand with mass appeal. A raffle to promote a custom branded Macanudo guitar was held within a portion of the booth.

Also debuted by General Cigar at the 2010 I.P.C.P.R. was a new La Gloria Cubana cigar and a new Hoyo de Monterrey cigar.

Hill & Partners added another interactive component to the 8,000 square foot exhibit by designing a semi-private seating area where renowned cigar aficionado Benji Menendez was available to discuss the General Cigar product line with attendees.

The popular country duo LoCash Cowboys was on hand at the booth on August 10th to sign autographs, prior to entertaining that evening at the General Cigar party.

Retailers attending the highly-trafficked tradeshow were accompanied through the booth by General Cigar staff members and visited all of the separate cigar branded humidors and showcases contained within; the guided tours culminated at a customer service area for order submissions.

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