Trade Show magician – TFWA Asia

Last week JTI engaged my service as trade show magician to attract conference attendees to their booth. Below the case study.

Client Name: Japan Tabacco International Group of Companies

Description: Manufacturer-independent provider of maintenance, repair and overhaul (MRO) services for aircrafts, engines and components

Industry: Tobacco

Headquarter: Geneva Switzerland

Event: TFWA Asia Pacific Exhibition and Conference

Audience:  2000 Conference Participants from

Challence: To create awareness of the Future of Brands Campaign. By stopping the attendees at the booth communicating the challenge and impact of extensive regulations on products.

The Objective: To invite as many attendees as possible to sign up for the news letter on brand ban information

Solution: To ensure a consistent flow of visitors at the booth n created a customized performance of about 10 min to attract and hold visitors at the booth until a representative was available to provide more detailed information. The presentation contained the main message and key points of the campaign and closed with a call to action (to leave the contact information and to pick up flyer with more details about the campaign).

Performance outline: Regulations make brands disappear by enforcing generic packaging of products e.g. cigarette packages in the UK. At the conference it was not possible to display tobacco brands so instead a dollar bill changed to a blank piece of paper. A selected card faded in stages to a blank card and 15 seconds of the memory of an attendee was erased. Illustrating the fact that if you can’t display the trade mark of a brand your customers will forget it.

Here some pics of the unique booth set up and my creepy partner.

To find out more about customized magic presentations click here.