Hill & Partners, a full-service team of branded environment specialists, ventured west to represent three of the travel goods industry’s largest merchandise manufacturers at this year’s International Travel Goods Show (TGA) presented by The Travel Goods Association. The 2015 TGA took place March 8-10 at Las Vegas Convention Center in Las Vegas.
The company displayed a dominant presence at the TGA for the third year in a row teaming with Samsonite, Hartmann, and High Sierra to create over 12,000 square feet of specially branded, themed environments, all of which fell under the Samsonite umbrella. The International Travel Goods Show is the world’s largest tradeshow for travel products and related goods, drawing in roughly 300 exhibitors and 500 brands.
“Every year, TGA pushes our team to the brink as planning for the March show begins well prior to the first of the year, and we go full throttle, completely utilizing our entire design, build and execution departments until the dismantle of the show,” said Joe Brosnan, senior account manager, Hill & Partners. “This year, we displayed over 12,000 square feet of intricately designed branded environment space and I couldn’t be more proud of the work put in by the entire H&P team to achieve such a dominant show presence.”
Hill & Partners designed three side-by-side-by-side booths for Samsonite, Hartmann and High Sierra, with the highlight being the awe-inspiring, 6,700 square foot, double deck 80×80 Rental Branded Environment designed for Samsonite. Samsonite’s booth was comprised of all the Samsonite lines in addition to American Tourister, which falls under Samsonite’s ownership. Samsonite’s booth also featured its Disney and Reebok CrossFit lines.
Samsonite’s Disney line was displayed in the American Tourister section of the environment. Each Disney collection was grouped together on the lower level of the two-story exhibit with notable character cutouts including characters from Frozen, Star Wars, Princesses and Mickey + Minnie. On the first day of the show, a photo op was held in the booth with Darth Vader and Storm Trooper in front of the new Star Wars luggage collection (By American Tourister). To kick everything off, Samsonite’s President of the Americas was escorted into the booth by Darth Vader and Storm Trooper while the Imperial March played. Attendees were invading frantically to get their pictures taken with the characters.
Samsonite’s Reebok CrossFit line was displayed in its own section replicating a mini CrossFit training environment where a series of gym bags and accessories were being showcased.
At the front of the Samsonite booth, Hill & Partners designed a series of window box displays that showcased several of Samsonite’s newest collections including its MIGHTlight – the company’s lightest, soft side product. At the MIGHTlight window box, Hill & Partners suspended MIGHTlight’s acrobatic themed ad campaign backdrop with hanging luggage to emphasize the product’s amazing lack of weight. Hill & Partners also designed a window box for Samsonite’s Sphere2 collection to be displayed on pedestals to go along with the museum ad campaign, “Movement is an Art.”
In addition to the massive Samsonite display, Hill & Partners created a luxurious 50X60 space for Hartmann that reflected the brands high-end quality. Hill & Partners transformed the space into a memorable and inspiring brand experience that effectively communicated Hartmann’s brand essence and the history behind it, while also creating organized displays to show off their elegant product lines.
Hill & Partners’ third space at the 2015 TGA was a 40×50 booth for High Sierra, which utilized imaginative angles and peaks to create dimension and tie into the logo and branding of High Sierra. Hill & Partners implemented overhead signs textured with wood planking, ample meeting areas for private and semi-private conversation, and substantial storage space, all of which conveyed High Sierra’s “Adventure The Day” company ethos. A St. Patrick’s Day themed fundraiser was also held in the booth to raise money for The Citypak Project.
“Once again, Hill & Partners outdid themselves on our behalf at the TGA show this year,” said Stephanie Goldman, director of marketing communications, Samsonite. “The re-designed Samsonite booth really helped showcase each one of our brands and their unique product offerings. As always, the level of service Joe and his team provided was second to none.”