The International Carwash Association (ICA) has organized the Carwash Show in Las Vegas for many years now. US-style of course, with glamorous girls putting a shine on car bodies and visitors’ cheeks. There is a different climate in Europe, where the car wash systems are mechanical. The business climate is completely different too, so we were asked to think up a distinctive identity for the first-ever Carwash Show Europe in Amsterdam.
This concerned the European launch of a new trade show for this market segment. It’s always a challenge for the organizers to break even the first time. One explicit wish on their part was for us to build in as much flexibility as possible to ensure the most cost-effective use of staff and resources.
En route we were tested on several occasions and made the grade each time, thanks in part to our expert and experienced partner Exhibitors Avenue, who took care of the exhibitor services, local logistics and general project management. Beewan contributed the design of the entire event, from the outdoor area with eye-catching entrance, registration station and signposting through to the organizers’ reception space at the back of the trade show hall. In addition, design and implementation services were provided for individual presentations to a number of participants.
Qualitative research by the organizer revealed that the visitors and exhibitors were positive or highly positive about their very own European trade show – most were already regular visitors to the US version – and the fresh identity.
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