For several years, I collaborated with Mitsubishi dealerships across the Twin Cities to design their exhibit at the Twin Cities Auto Show, held at the convention center in downtown Minneapolis. Considering Mitsubishi is a lesser-known brand and widely considered a budget vehicle in comparison to other manufacturers, the primary objective was to make a bold statement and capture attention in a crowded and competitive event space.

The Brief: Garner attention and stand out from the crowd. Promote the Mitsubishi Mirage, Outlander Sport, Eclipse Cross, and Outlander PHEV. Inform event attendees that Mitsubishi offers vehicles suited for their lifestyle. 

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My Approach: In previous years, I noticed that every other exhibit at the event utilized ground signage and standees to promote their vehicles. Recognizing the client's desire to stand out and capitalizing on the expansive venue, I recommended suspending 25-foot banners from the rafters. With tight timelines and big budgets to manage, I meticulously measured the exhibit space to get the optimal layout and designed a cohesive set of banners. The unique positioning ensured that the Mitsubishi booth became a visible landmark from any point within the convention center.

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This innovative strategy transformed the Mitsubishi exhibit into an iconic feature of the Twin Cities Auto Show, and my approach not only enhanced the booth's visual appeal but also contributed to record sales of the Outlander PHEV and heightened brand recognition for the client.