Tradeshow Event Creative

Guardian Glass


A regular participant in the American Institute of Architecture (AIA) Expo, Guardian wanted to expand its physical presence beyond the 20' x 50' exhibit zone and reach architects in new and memorable ways. The ask was succinct: Compete with 750 other exhibitors for the attention of 20,000 architects in the city that never sleeps.


As part of our creative exploration, Wg learned that Guardian Glass products feature prominently on some of the most architecturally significant buildings in New York City. We developed a promotional theme and integrated marketing plan designed to encourage architects attending the show to make time to tour the city, indulge their creative curiosity, and discover Guardian Glass in their favorite structures.  

Wg created print and digital advertisements, event collateral, evites, social media posts and a custom microsite to promote Guardian Glass presence at the event. We developed an event guide for staff, handled a happy hour and giveaways for attendees, and provided onsite support.


Our clients at Guardian Glass enjoyed the most visits to their booth to date. Digital analytics also point to success. After the event, the company’s web traffic spiked. And digital ads surpassed industry averages for their high click-through rates, low bounce rates and time spent on the advertiser’s site.