How we took a trade show product launch to new heights

Hitachi Construction Machinery Americas Inc.
Media relations
key industry publication features
more VIP visits than goal

Hitachi Construction Machinery Americas Inc. (HCMA) aimed to make a big splash with editors at CONEXPO-CON/AGG 2020 and generate excitement around its new model line of wheel loaders and the ConSite telematics system. Only problem? It’s one of the most competitive shows on the planet and there are only so many hours in a day. How could we entice editors to spend some of their valuable time with Hitachi for these product launches? We offered a VIP experience that reached great heights.

Additional services provided

  • Trade show marketing
  • Media relations
  • Copywriting and editing
  • Direct mail

Survey the landscape

CONEXPO-CON/AGG is one of the most competitive and highly attended trade shows on the planet, with all the biggest names in construction equipment vying for time with the same industry editors.

Sketch what success looks like

HCMA wanted to connect with key industry editors at CONEXPO-CON/AGG 2020 to earn media placements featuring its newest equipment.

Engineer the plan of attack

Create a VIP experience for editors that included helicopter tours of Las Vegas. We used this carrot to draw them to the Hitachi trade show booth to learn about the product launches.

Build and deploy

We designed a high-impact direct mail piece, which included HCMA-branded swag and phone lens attachments to capture stunning images from the helicopter. We then sent personal follow ups to priority editors, encouraging them to schedule a meeting with HCMA product experts in the booth.


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