The 2020 Canadian International Auto Show debuted Reveal’s original CAA Village, designed to showcase the benefits of CAA membership. Visitors explored a village setting guided by “Sue,” engaging with interactive graphics, activities, and photo opportunities. The exhibit drove record participation—2–3x previous years—and contributed to a 6% increase in membership sales.
The 2020 Canadian International Auto Show marked the start of a unified, from the ground up Reveal original – a CAA Village designed to educate participants on all the benefits of being a CAA member. The exhibit purposely defied the typical 360-degree entry way in exchange for offering a stroll through a village setting. Reveal MKTG created all graphic design elements, including the development of the beloved “Sue,” who guides participants through various village activities as she uses her CAA membership benefits.
The exhibit appealed to all ages, with engaging stickers, bags, real-life road conditions and a photo-share opportunity. The various activations were well received, with 2x and sometimes 3x the increase in participation over the previous year’s activations. Membership sales also increased by 6% over the previous year
∙ 3D Design
∙ Graphic Design
∙ Creative Direction
∙ Installation & Dismantle
