Trade Show Booth Program

ABOUT New Jersey’s Division of Travel and Tourism markets the state’s tourism industry and maintains partnerships with tourism members and destination marketing organizations (DMOs) throughout the state. CHALLENGE Novak Birch was tasked with reimagining New Jersey Travel and Tourism’s trade show presence, as their booth (also designed and fabricated by NB) had been in market for five years and was ready for a refresh. The booth redesign needed to meet the following objectives: - Attract Visitors & Raise Awareness of Travel Opportunities: New Jersey sought to attract show attendees and generate awareness of its vacation and entertainment options, including road trips that extend to overnight stays. - Deliver a Modular Booth: We were asked to design and produce a modular booth with the ability to break down to a 10x40 up to a 70x40 for various national trade shows, including IPW—the travel industry’s premier international marketplace and the largest generator of travel to the USA. - Designate DMO Meeting Spaces: New Jersey wanted to connect the exhibit space with a cohesive look-and-feel, while including separate meeting areas for each DMO. - Control Appointment Flow: It was important to organize the DMO appointment and check-in process to increase efficiency of flow and meetings through a centralized reception area. - Incorporate Digital Signage throughout the booth to display video content. SOLUTION Novak Birch planned, designed, and fabricated New Jersey Travel & Tourism’s new trade show booth for IPW 2025, delivering an inviting, dynamic space. The exhibit drew in visitors and enabled them to experience New Jersey’s many destinations and visitor opportunities. It included: - Road Trip Theme: We delivered a fresh take on the current theme, “Greetings from New Jersey”. The booth design elements are generated from the New Jersey logo, which includes a mountain and a wave. We weaved an abstract wave motif throughout the booth—from the custom-designed carpet and illuminated reception counter to the dramatic overhead hanging sign, every element echoed the fluidity of water and connection to land. This theme extended to half-wall dividers and structural accents, creating a unified and immersive visual experience. - Innovative Lighting: LED illumination gave the booth a bold yet whimsical presence. The reception desk featured LED rope lighting, serving as a central focal point. The “Greetings from New Jersey” wall evoked vintage postcards with illuminated dimensional lightbox letters and a state map featuring scenic imagery. Additional custom lightboxes highlighted DMO partner signage and destination photography, ensuring the DMOs had individual visual representation within the space. - Destination Photography: Striking, large-scale photography showcased the state’s diverse tourism offerings—from iconic Jersey Shore beaches to hidden inland gems. Visitors discovered a rich tapestry of experiences, including outdoor recreation, wineries and breweries, farm-to-table dining, historic landmarks, and vibrant arts and culture. - Custom Fabrication: CNC routing brought the design to life, from wave-divider walls and signposts to dimensional New Jersey letters and the illuminated state map. Meeting tables with custom printed map graphics, collateral racks and other custom elements reinforced the aesthetic. - Modular, Reusable Design: Built for flexibility, the booth’s modular system accommodates a 60x40 footprint and reconfigures into smaller formats, such as 10x40 spaces, maximizing usability for future national trade shows. - DMO Meeting Areas: Individual 10x10 spaces provided DMOs with branded environments for appointments. Each featured a custom tabletop map as a practical sales tool, and many included mounted digital monitors for showcasing unique content. Custom tables with locking cabinets also provided dedicated storage space. This cohesive design elevated visibility and helped DMOs increase appointments and generate leads. - Inviting Lounge Area: A comfortable lounge with plush seating offered a relaxed setting for networking and conversation. The space featured a large monitor displaying scenic video content and a video tile wall on the reverse side, adding dynamic visual interest. - Centralized Reception Desk: Serving as the hub of activity, the LED-lit reception desk streamlined visitor check-in and directed guests to scheduled appointments or areas of interest, ensuring a smooth and welcoming experience.