Agency: ASTOUND Group

Client: ASTEC Industries


Agency Website:

The Brief

ASTOUND collaborated directly with ASTEC to design and deliver their mammoth 180’ X 220’ exhibit space for ConExpo. The floorplan needed to allocate ample space to house their large construction machinery, while also bringing in interactive touch points for attendees to explore the ASTEC products and services. The centerpiece of the exhibit was an open-concept structure dedicated to hospitality and meeting spaces.

The Solution and Activation

When it comes to extra large trade show booths, one of the main challenges is how to fill out the massive floor plans and finding the balance of filling the space while keeping the space open and navigable. In this case, a centralized structure was created for the lounge and meeting space while the area surrounding the structure was dedicated to large machinery and demo stations arranged evenly throughout the booth. Branding was featured in every corner and demo station to ensure optimal brand awareness wherever the attendees are located in the booth.

Located right at some of the hall entrances, the ASTEC brand dominated the convention hall from the moment attendees entered the Central Hall at Las Vegas Convention Centre. The booth featured a variety of product displays and demos that ranged from touch screen and display cabinets to custom VR experiences. To draw attendees into the center of the booth, a large branded structure acted as a landmark where attendees could go to set up meetings or take a break and enjoy a complimentary beverage.

The Results

ConExpo/Con-Agg in March of 2020 was one for the history books. This show opened to the public just as the world was shutting down due to the Covid-19 global pandemic. As a result, there was a noticeable loss of show attendees and as a precaution, the client reduced their sales force on the show floor. Before the show finally closed (a day early) we experienced the complete shut-down of the city of Las Vegas. The Vegas cards were definitely against us, however, we managed to stick to our show plan, work hard and make the best of it. Despite the extraordinary challenges, the client was able to gather over 2,000 qualified leads a day, meet and greet new and existing customers, and most importantly showcase ASTEC’s broad range of products that build America’s infrastructure.