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Airways International Ltd (AIL)
WATM Congress 2021

26-28 October, IFEMA Madrid

Stand design
Graphic design
Large format print

Printed/digital collateral

About the project

World ATM Congress is biggest international event on the aviation/air traffic management calendar. Held over three days
in Madrid, this trade show was the one of the first major international industry events since the start of the pandemic.

Working with local and international suppliers and the Airways team, I led the design of the graphics and collateral for the stand, as well collaborating on the digital materials to complement our marketing throughout the event.

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WATM Congress in numbers

135+ Countries/Territories

Registered attendees

3 Days
26 - 28 October 2021

Stand design

Designing a stand for a trade show during
an active pandemic came with unique challenges and design considerations.

With COVID-19 precautions in place, things such as serving food and drink and handing out brochures were severely restricted. This not only changed up the stand layout, but it also changed how we approached this trade show; making digital a key component.


Design considerations

With COVID-19 precautions in mind, we opted for open spaces
(to allow for maximum ventilation), smooth surfaces that could be wiped down regularly and digital/interactive elements such as
videos and large screens (that could be viewed from a distance).

Portable furniture could also be moved to allow for social distancing.

Dedicated entry point

Lockable storage

Demonstration areas,
room for laptops/screens

Hidden storage



Brochures, digital content, website

Working with local and international suppliers and the Airways team, I led the design of the graphics and for printed and digital collateral. Additionally, I helped to update an event specific showcase website, as well as updating the Airways website

with new material and copy.

Collateral: A hybrid approach

In addition to printed material, we also created an event specific
website that attendees could scan a code and be directed to, with exclusive event offers and all of our brochures available for download.

We also implemented UTM tracking, which meant that we were able to track the sources of the traffic to the site (and were able to see who had come from the stand, and who had visited from online channels e.g Linkedin).

Check out the stand in action, and learn more about Airways in the video below:

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