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The Cable Show


Immersion in awesome


Showcasing the importance of an industry

Location: Washington, DC / USA Industry: Technology

The Cable Show, organized by the National Cable & Telecommunications Association (NCTA), is an annual gathering of innovators, providers, and cable industry thought leaders. Located in Washington, DC, The Cable Show highlights the importance of the industry to government legislators and VIPs.

NCTA challenged us to enlighten and entertain its audiences and showcase the many ways that cable is relevant and vital: as a disruptive innovator; as a daily content delivery mechanism touching most Americans’ lives; through the powerful experiences cable and broadband bring to life; and all the ways that cable is empowering a new generation of visionaries.

We created a multimedia experience called the Observatory to showcase the endless journey of cable and its role as a conduit to our future thanks in part to private investments and the light touch of government.

The world created by cable

Working in conjunction with Gallagher & Associates, we helped transform NCTA’s vision into a reality. We took a raw space of 6,600 square feet and transformed it into a museum-quality exhibit and theater with floor-to-ceiling multimedia exhibits, product demos, and other displays. Twelve minutes of custom video played inside a 270-degree theater equipped with a pre-programmed tablet that could shuffle content based on a specific viewer and his or her interests within the cable story.

As attendees made their way around the exhibit outside the theater, they could explore the world created by cable and internet innovators, including a rich timeline of milestones, innovations, and demos of cutting-edge new content delivery technology. At certain points during the day, the exhibit itself came to life through music and sound to attract added attention and interest.

A premier destination

Over 200 invitation-only legislators visited the interior of the booth during the three-day show while countless attendees interacted with the exterior, as it served as an impression point, a premiere destination, and a launching pad for NCTA’s lobbying efforts. Industry media buzzed about The Observatory, describing it as a not-to-miss feature of the show.

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