Avis
Wanted: Big Buzz at a Big Show
For the Global Business Travel Association (GBTA) event, rental car giant Avis needed a cost-effective way to draw attendees to its 30×50 booth, highlight the brand in a fun, positive way, and change the way attendees think about renting a car.
Avis tapped the Freeman design and production teams to take an on-paper concept and make it a trade show reality that also created an unforgettable attendee experience.
Cashing in on an iconic game show
Inspired by the hit TV show “Cash Cab,” the Avis team pitched a concept featuring its host, Ben Bailey that would recreate the iconic game show inside the booth.
The goal? Engage attendees and demonstrate that renting a car with Avis is more than just a transaction — it’s an experience.
Working closely with the Avis team, we transformed the booth into a fully interactive game show set complete with custom-built rental structures (cost savings!), lighting effects, and the famous “Cash Cab” lights.
Results that got people talking — and lining up
The experience was so immersive that attendees lined up for a chance to play (and win real prizes!). While waiting, attendees could chat with Avis reps about their business travel needs.
“We wanted our audience of business travelers to think of Avis differently, and this booth delivered! Not only was it the talk of the event, but the meeting rooms and networking spaces made it easy to really talk with people and build relationships.”
Tita Moreno – Director, Business Marketing, AVIS
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