Sarah Halfpenny Events

Case Study: Exhibition Stand @ IBC 2017

Amsterdam, The Netherlands

It all starts with a brief

IBC is the world's leading media, entertainment and technology show. The IBC Exhibition covers fifteen halls across the RAI in Amsterdam, hosting over 1,700 exhibitors and a number of specially curated feature areas and events that tie into the IBC Conference.

My brief from the client, The IET, a key partner of IBC, was to take the operational lead for the design and production of their exhibition stand and associated meetings such as the Members Drinks Reception, Short Courses and Journal Launch event.


Key objectives

The client wanted to create a space whereby members and non-members of the Institution could come and meet with staff, gain an insight into new products and services and to network with other like mined people from across the industry.

The key objectives set out in the event brief that needed to be met were:


  • Design an exhibition stand that allowed for delegates to meet, talk and learn
  • Ensure the IET brand is visible and impactful
  • Attract 25 new leads per day utilising lead generation technology
  • Launch of new journal ‘IBC – Open Access Proceedings Journal
  • Host a series of free short taster course
  • Host an IET members networking reception

Services that we provided

As part of this project, we engaged in the following work streams

Project Management

Supplier Management

Budget Management


"Sarah did an amazing job. She project managed the build of our brilliant stand from start to finish. She helped realise our vision for a clean, bright and welcoming stand which achieved way beyond our expectations with over 200 leads generated. She was always full of enthusiasm, ideas and always kept things delivered on time and below budget!"
Steve Benveniste - The IET

The Planning

My first task was to create a briefing document outlining the IETs Exhibition Stand requirements.

I undertook research and selected four potential Exhibition Contractors capable of fulfilling the brief. With all potential contractors, I discussed the clients brief in detail, along with timescales and budget parameters.

Once all contractors had supplied design proposals, I presented each of them to the client who selected the contractor who best fulfilled the brief. Full Circle, where chosen to undertake the final design and production of the stand.

It was at this stage of the project that I had to originate a number of permissions and approval documents such as the stand plan permission and show risk assessment.

Furthermore, once the final design had been signed off, I arranged the instillation of fixtures and fittings such as wired internet, rigging, electrics, flooring and furniture to ensure the stand could operate and undertake its activities.

Other tasks included managing the freight and shipment of promotional materials to the show, organising data collection scanning, room bookings and selecting and ordering catering provisions for throughout the show including the members drinks reception.


The Production

To support the production of the build I provided the client with a schedule of deliveries and instillations that run across the exhibition build. These included rigging the overhead banner, electricity installation for the light boxes, wired internet for connectivity and courier delivers of promotional materials.

In addition, I created a schedule for during the show which allowed the client to manage their time effectively.


The Outcome

In its 50th anniversary, IBC 2017 had a record attendance attracting more than 57,000 attendees from 170 countries around the world.

For the IET, these activities resulted in:

  • Record number of visitors
  • Generated over 200 leads, an average of 40 per day!
  • Member reception attracting over 30 key figures from the industry
  • Journal Launched
  • Successful delivery of 6 short courses
  • Project came in under budget!

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