The objective of this exhibit design was to create an exhibit space for Heineken to be shown at the National Association of Convenience Stores trade show. The exhibit is an island booth design of 20’x30’x20’. The design showcases company products with the intention of increasing sales, attracting new customers, and building the Heineken brand. The pre-show mailer design targets VIP attendees at the show, including convenience store owners, and sends VIP attendees a personalized collectors bottle of Heineken while inviting the attendee to visit the exhibit. As an incentive to visit the exhibit, the pre-show mailer includes a give-away for a trip to Germany to visit a Heineken brewery. The exhibit replicates the environment of a night club to promote the theme of the exhibit, Not Just Your Gentleman’s beer, in order to appeal to a younger generation of beer drinkers, while the branding of the exhibit is recognizable to the Heineken brand.
