Client: Defence Tasmania | Event: Land Forces, Indo Pacific | Location: Various | Industry: Defence
Discover Defence Tasmania
Defence Tasmania (DefenceTAS) is a government initiative working with local businesses and the Australian Defence Force to promote Tasmania as the up-and-coming player in Australia’s national security efforts. From providing actionable strategies to practical resources, the organisation aims to bring to the forefront the best of the state’s manufacturing and research capabilities by helping regional enterprises gain opportunities and connections with the right networks.
To bring the vision of expanding Tasmanian businesses’ presence within Australia’s defence industry, DefenceTAS diligently participates in major defence exhibitions, particularly Land Forces and Indo-Pacific. Since 2018, the organisation has taken the region’s capabilities to these prominent platforms, highlighting both its ground defence strengths and maritime security prowess among global industry leaders.
Teaming Up with Expo Centric
Establishing a strong brand presence in big-name shows like Land Forces and Indo-Pacific requires a solid partnership with a trusted company that has mastered the intricacies of the exhibition industry.
DefenceTAS found this trustworthy alliance with Expo Centric, a leader in experiential marketing.
Through this synergy, DefenceTAS consistently presents an interesting narrative with immersive and high-impact exhibition stands that emphasise the region’s commitment to national security. With the expert ability to translate the organisation’s evolving messages in the land and maritime sectors, Expo Centric effectively solidified Tasmania’s position as a key player in Australia’s defence landscape through unique stories and showcases highlighted on various exhibition floors.
Objectives Accomplished
Partnering with DefenceTAS for the long haul to breathe life into its evolving exhibition presentations requires a solid grasp of its goals. As the government organisation steps boldly onto the stages of Land Forces and Indo-Pacific each year, Expo Centric’s mission is to consistently champion the three main objectives that set the tone for DefenceTAS’ sustained exhibition excellence.
Objective 1: Evolve and Adapt with Themes to Highlight DefenceTAS’ Land and Maritime Capabilities
Challenge
With DefenceTAS’ dynamic portfolio encompassing both land and maritime sectors, each of its exhibition involvements presents Expo Centric a bold challenge: create stands that embrace unique themes, showcase the different facets of Tasmanian businesses, and speak to varied audiences.
With Land Forces focused on ground combat innovations and Indo-Pacific on naval technologies, DefenceTAS requires striking the balance between these different narratives through dynamic displays that bring tailored immersive experiences to set the organisation apart on both fronts.
Expo Centric Solutions
Thematic Customisation and Consistency
Recognising the various requirements needed to make DefenceTAS stand out in both events, Expo Centric expertly designed stands that deeply resonated with each unique theme. For Land Forces, the exhibition company used customised earthy tones, bold structures, and robust materials to reflect the resilience and strength of Tasmania’s land-based defence capabilities. Meanwhile, at Indo-Pacific, they prioritised sleek, modern themes with oceanic hues and nautical design accents to highlight the state’s expertise in naval operations.
Beyond the aesthetic design features, Expo Centric also strategised the seamless inclusion of interactive displays and course discussion areas to highlight the consistency of Tasmania’s defence prowess in both sectors. From military and seafaring technologies exhibited on prominent product plinths to engagement-focused zones designated for research, development, and training courses, Expo Centric maintained thematic coherence in each stand reflecting the operational readiness and innovation of DefenceTAS.
Practical Exhibition Applications
2018 and 2024 Land Forces Stands
Displaying olive-drab touches and highlighting military systems to emphasise consistent combat-ready themes, Expo Centric designed these exhibition stands that successfully served as powerful platforms for Tasmanian SMEs and businesses working on land-based technologies. Both of these spaces had consistent and united fronts despite the six-year presentation gap, establishing the thematic focus of DefenseTAS at the expo.
From glowing demo pods for different exhibiting partners to dominant product showcase areas displaying solar shields, camo systems, and drones, Expo Centric strategically created these military-inspired stands that perfectly united DefenceTAS’ objective to meet exhibition adaptability and consistency.
2019 and 2022 Indo-Pacific Stands
These nautical exhibits made quite the impression at Indo-Pacific with Expo Centric’s flair for a streamlined combination of artistic and practical elements. Building on DefenceTAS’ goals to showcase both hands-on equipment and instructional courses, the exhibition company created clever and customised layouts for these offerings.
This resulted in highly engaging stands where visitors had the chance to interact with large-scale models, such as the patrol vessels and simulator rooms, and participate in naval shipbuilding courses brought by Tasmanian educational institutions.
Dual-Stand Strategy for Focused Presentation
DefenceTAS’ main goal as an organisation is to put a spotlight on the state’s capability in defence manufacturing and education. To reinforce this objective, Expo Centric employed a dual-stand strategy to highlight the various facets of Tasmanian capabilities. Having two different spaces with specific focuses allowed DefenceTAS to concentrate on each specialisation, leading to audiences being actively engaged be it in equipment presentations or course training.
Practical Exhibition Applications
2019 Indo-Pacific Stand
As one of the most impressive stands during the 2019 expo, Expo Centric built DefenceTAS’ display to become a focal point on the exhibition floor with its two-part space that distinguished the areas of Tasmania excellence.
The first part, with its expertly segmented engagement zones ranging from partner pods and discussion counters to a spacious private meeting room, promoted defence manufacturing education in partnership with the University of Tasmania and Australian Maritime College.
Meanwhile, the second area served as a mock-up dock zone for the massive 8-metre patrol vessel that drew attention to the stand. Its expansive oceanic backdrop, along with the brochure stands and discussion area on the side, completed the space’s interactive concept where visitors observed the boat’s distinct features and dove deeper into its unique operational abilities through demonstrations.
Overall Imapct
Expo Centric’s creative and innovative approach to thematic customisation and dual-stand designing allowed DefenceTAS’ message to evolve with each event’s theme and focus over the years, capturing exactly what Tasmania has to offer to the country’s defence sector—adaptability and consistency.
Objective 2: Highlight Immersive Experiences with To-Scale Defence Equipment and Experiential Features
Challenge
DefenceTAS sought to showcase heavy-duty to-scale defence equipment to notably highlight the state’s capabilities to contribute state-of-the-art advancements to the country’s defence sector. With this, Expo Centric had to rise to the challenge of creating spaces where visitors could experience the sophistication of these massive pieces of tech. The exhibition company must give attendees a real sense of what it’s like to engage with each model’s interactive and simulation features, bringing them to the heart of operation even on the expo floor.
Expo Centric Solutions
To pull off successful installations of such large-scale displays, Expo Centric had to implement thorough consultation processes with DefenceTAS to discuss design, space, and logistics considerations. This resulted in spot-on teamwork over the years, with each party coordinating all the moving parts and ensuring the seamless integration of the models into the overall design. Ultimately, the exhibition company prioritised the following solutions:
Specialised Exhibit Areas for To-Scale Displays
Expo Centric designed intentional layouts to create designated showcase areas for each to-scale model, including boats and trailer trucks, accompanied by guided interaction stations. Visitors saw up close and learned more about the equipment’s technical specs and real-world applications through facilitated engagements. This strategy highlighted the impressive scale of each display and provided context into their operational capabilities, resulting in an engaging and informative experience.
Simulator Experience Zones
To further demonstrate the operational effectiveness of Tasmanian defence equipment, Expo Centric set up immersive simulation stations to replicate the experience of operating DefenceTAS’ innovative equipment. From seating to containerised simulators, these noteworthy stand features provided realistic controls and virtual environments where visitors navigated the ocean and experienced military training. With these cutting-edge integrations, DefenceTAS enjoyed increased attendee engagement and effective expertise demonstration.
Practical Exhibition Applications
2024 Land Forces Stand
Arguably one of the most comprehensive displays of DefenceTAS, its 2024 exhibition stand served as an ideal representation of immersive and impressive. With its various to-scale models including the trailer launching system, antennas, and fixed-wing drones to its chair simulator facilitating realistic military field training, this stand seamlessly combined specialised exhibit areas and simulation zones to present the operational advantages of the Tasmanian armed forces sector.
2019 and 2022 Indo-Pacific
These two stands, with their uniformly sectioned layout, had been the stage for DefenceTAS’ top-of-the-line to-scale operational equipment and practice simulation space, establishing their industry leadership at the Indo-Pacific expo throughout the years.
For both exhibitions, Expo Centric tactically positioned massive patrol vessels that turned each stand into a conceptual naval pier where the 8-metre and 11-metre guard boats were harboured. With these interactive setups, visitors had the unique opportunity to interact with the models and enjoy remarkable experiential journeys within the exhibition space.
Ultimately emphasising the experiential attributes of its 2022 stand, Expo Centric configured an area for DefenceTAS’ 20-ft shipping container simulator. This iconic showpiece feature, complete with navigation and surround projection systems, brought the naval experience right to the exhibition centre and allowed guests to navigate patrol vessels as if they were traversing the challenging waters of the ocean.
Impact
Expo Centric’s skilful integration of to-scale equipment within the exhibition stands, balanced by its capability to create strategic and custom layouts and designs, allowed DefenceTAS to showcase its innovative features and at the same time offer memorable immersive experiences to the expo attendees. With hands-on interactions and better technology engagements, Expo Centric not only highlighted Tasmania’s reputation through its stands but also provided real proof of the state’s advanced innovations.
Objective 3: Project a Cohesive Brand Identity in Different Events Over the Years
Challenge
DefenceTAS needed to show consistent branding across various events throughout the years while representing multiple Tasmanian businesses under two different sectors. This challenge meant they had to navigate the risk of brand fragmentation since presentation discrepancies would confuse the target audience and diffuse the overall message of the organisation. To show diverse offerings while maintaining a solidified brand persona, DefenceTAS required careful attention to detail and strategic consistency, ensuring a seamless, unified front in both Land Forces and the Indo-Pacific.
Expo Centric Solutions
Unified Brand Image
To competently handle the task of projecting brand unity, DefenceTAS trusted Expo Centric to take charge of its exhibition projects for both events throughout the years. By utilising harmonised brand elements, consistent colour schemes, and clear messaging, the organisation maintained a cohesive representation across various expos. This approach tied all participating businesses together under the DefenceTAS banner, ensuring the diverse offerings were consistently presented. Expo Centric’s focused efforts not only minimised the risk of brand fragmentation but also reinforced DefenceTAS’ identity as a reputable supplier in the country’s defence sector, both military and maritime.
Practical Exhibition Applications
2024 Land Forces and 2023 Indo-Pacific Stands
These exhibition spaces served as main hubs for interaction, effectively showcasing a coherent brand image for Tasmanian businesses in the defence sector. Each stand element, from the exhibitor pods highlighting unique offerings like the interactive displays of CBG Systems’ Solar Sigma Shields and Pivot Maritime International’s ship controller system to thoughtfully designed spaces for engagement such as seating areas and meeting rooms, ensured a balance of collaboration and immersive experiences.
This strategic integration reinforced the overarching Tasmanian defence narrative in a professional setting, resulting in a harmonious brand identity that allowed each business to shine within a cohesive framework.
Impact
DefenceTAS successfully positioned itself as a unified defence entity while still highlighting individual businesses at Land Forces and Indo-Pacific. The cohesive branding efforts of Expo Centric for each of the organisation’s stands contributed to a seamless presentation, showcasing the strengths and innovations of Tasmanian businesses. By leveraging consistent design elements, messaging, and interactive experiences, the exhibition company not only maintained but also enhanced DefenceTAS’ collective exhibition identity.
Client Testimonials
Results
DefenceTAS’s Trusted Ally: Expo Centric in Action
Throughout the years, Expo Centric has been a vital partner for DefenceTAS by bringing their stands to life at Land Forces and Indo-Pacific. This dynamic collaboration allowed the exhibition company to refresh the government organisation’s messaging each year, seamlessly aligning it with the event themes while showcasing impressive land and maritime capabilities.
By integrating stunning to-scale models and offering exciting simulated and demonstration features, Expo Centric created engaging and immersive experiences that truly captivated visitors. This innovative approach helped DefenceTAS maintain a consistent brand identity across various events and boosted its reputation in the defence sector.
Looking ahead, Expo Centric anticipates further collaboration with DefenceTAS and other government arms and businesses that want to consistently solidify their brand presence at every show in various industries.