Challenge

Elanco, a global leader in animal health known for its dedication to innovation and groundbreaking products, aimed to make a bold statement at VMX 2025, the premier Veterinary Conference and Expo. Elanco’s objective was to solidify their position as an industry leader in product innovation by creating an experience that reflected their commitment to excellence. Hamilton faced the challenge of designing a space that stood out visually and fostered deep engagement with Elanco’s brands and products.

Approach

Hamilton and Elanco employed a strategic approach in a 50' x 60' exhibit that seamlessly combined education, interaction, and hospitality. The space was designed to maximize engagement, with multiple zones catering to various products and experiences. Reception counters at both the front and back welcomed attendees, while large LED curtains displayed dynamic marketing visuals, reinforcing brand messaging.

Interactive elements were woven into every corner of the exhibit. Three workstations showcased Elanco’s key product groups, each offering a unique activation to engage attendees in meaningful ways. The TruCan brand area featured a standout experience, including Bella's vanity—a whimsical pink-themed corner and a "doggygram" interactive mobile display. The adjacent Parvo survivor wall showcased dogs who had survived Parvo, inviting attendees to scan the dogs “trading cards” to learn their stories.

The Credelio Cat Cafe created a sensory experience by incorporating the vanilla theme of Credelio, offering vanilla-flavored snacks and diffusing the scent throughout the cafe. Meanwhile, the central theatre hosted presentations from veterinarians and industry professionals, providing compelling insights into Elanco products. Casual meeting spaces across the booth enabled deeper conversations between attendees and the Elanco team, enhancing the exhibit's accessibility and fostering valuable connections.

In addition to the main exhibit, Elanco had the Zen Garden experience, and an Innovation Booth that featured the Zenrelia™ lab, and on the other side, the Credelio Quattro™ lab. Elanco’s Zen Garden introduced their "Reach for Zen" campaign for Zenrelia™ and provided attendees with a unique and relaxing experience. Learn more about the Zen Garden experience here. The Innovation Booth was designed to exemplify Elanco’s commitment to product innovation through immersive experiences that reflect industry leadership. Elanco also sponsored the Puppy Playground, which was strategically placed next to Elanco’s main exhibit, allowing attendees to take a break and play with puppies while keeping them immersed in Elanco branding. Lastly, Elanco sponsored the Cat Nap Café, which featured their feline product, Credelio CAT, and allowed attendees a lounge space to relax.

Results

Elanco’s exhibit was honored with the Best in Show Exhibitor Award for Best Large Island at VMX 2025, a testament to the strength of its design, execution, and brand impact. The experience was a resounding success, achieving exceptional engagement and drawing consistent crowds throughout the event. Elanco's exhibit delivered an average dwell time of an impressive 12 minutes and a staggering average repeat visitor rate of 7.59 times per visitor—nearly double the rate from VMX 2024. Of visitors exposed to the exhibit, 34.1% converted into engaged visitors, spending at least 30 seconds interacting within the space. This conversion rate surpassed benchmarks for similar events. Compared to VMX 2024, Elanco experienced a 48% increase in engaged visitors, further solidifying their position as a leader in the industry. Every touchpoint within Elanco’s exhibit contributed to an unforgettable experience that left a lasting impression on attendees.