Case Study: Institute of Internal Auditors achieves stronger booth engagement with GES

Institute of Internal Auditors boosts booth foot traffic for 1,400 attendees with GES

The Institute of Internal Auditors (IIA) faced a challenge with their show management spaces at their annual conference, as traditional layouts were failing to attract attention and sustain foot traffic. To address this, IIA partnered with vendor GES to completely reimagine and refresh their booth and Innovation Theater experience.

GES implemented a solution that featured a sleek, modern design with a strategic floor plan. This included using a carpet walkway to guide attendees directly to the IIA booth, creating a natural flow between the booth and the adjacent Innovation Theater, and employing premium materials for a contemporary finish. The result was a significant increase in engagement; the GES-designed spaces successfully boasted consistent foot traffic throughout the event, transforming the IIA booth into a central hub for networking and the Innovation Theater into a well-attended speaker venue.

Institute of Internal Auditors (iia)