Rise to the Occasion

Construction equipment manufacturer JLG pioneered the aerial access category. Then in 2020, they reinvented it. Their innovative new product line increased productivity and safety — all it needed was a launch worthy of its potential. We used the CONEXPO-CON/AGG trade show as a starting point, driving traffic to the booth with pre-show communications and an enticing offer. Once they arrived, attendees could experience the new line with virtual reality simulations. It generated a lot of attention — and more importantly, a lot of leads. That’s how you take a product launch to the next level.

Direct Response

A series of direct mail pieces showcased the new products and innovative technologies, and invited recipients to come experience the immersive new booth.


Digital ads focused on the products and invited attendees to the in-booth experience.

Direct Response

Pre-show emails highlighted the same messages as the direct mail pieces, creating consistency and reinforcing the key messages.


Alongside the promotion, a dedicated microsite captured leads and delivered key product information.


JLG’s CONEXPO booth wasn’t just a chance to win new Apple products – it was an opportunity to experience their new product line through a virtual reality experience


Print ads in the show program invited attendees to “Witness the Future” in person.