Breakbulk Americas is North America’s premiere heavy-lift project and breakbulk expo and this year’s event (3-4 October 2018) attracted over 4,700 delegates from all over the region. AAL stole the show with some out-of-box ideas to look even more ‘authentically American’ for its local US customers and to attract a larger delegate audience to its exhibition stand.
Instead of a traditional exhibition stand, AAL hired an authentic 1950s US ‘Airsteam’ trailer for the show. From this converted food-truck, positioned right in the middle of the expo hall, AAL served hot snacks and cold draught beer to its customers and ran a unique customer competition to WIN an authentic 2017 World Series Houston Astros baseball, signed by MVP George Springer. The Competition was linked to an online exit poll created to measure stand visitor perceptions of AAL and its local services. The winner of the limited edition baseball was Joye Runfola, Senior Project Logistics Specialist at Air Liquide and huge Astros fan.
The end result was that AAL had nearly 500 visitors to its stand during the 2-day show – its largest audience to an expo stand anywhere in the world. In addition, the carrier received rave reviews from both the Expo organisers and all attending delegates about its original and compelling presence and presentation.