The Challenge

Making a big statement about access equipment innovation.

JLG is a world-leading manufacturer of access equipment and the rental industry’s leading supplier of lifts and telehandlers. For its presence at the ARA (American Rental Association) Rental Show in New Orleans, JLG wanted to create an exclusive customer event to promote the launch of an unprecedented number of new and innovative products. Millions of dollars in equipment orders are written at ARA each year, so it was essential that JLG make a strong impression.

The Solution

Showing innovation by staging the future.

Because JLG would be rolling out a host of new innovations, we positioned the new fleet as a way to access job sites of the future. The exclusive event would be a truly memorable and forward-facing experience – not just a product launch, but a chance to show customers that the future is here and is with JLG. We called it Access Tomorrow.

On the night of the event, each guest collected an exclusive pass and entered the Mercedes-Benz Superdome through a branded Access Tomorrow gateway. The corridor led into an open spectacle of dramatic lighting and equipment stretching high into the rafters. Interactive demos, from a 3D vehicle simulator to an Ultra-HD interactive app, were arranged throughout to showcase new products. We kicked off the event with a cinematic video to unveil the full range of access equipment innovations.

The Results

The results were just as spectacular as the event.

Even an unforgettable experience like Access Tomorrow is only as valuable as the results it yields. Fortunately for JLG, this experience yielded some spectacular results. Access Tomorrow attracted 750 customers and prospects. The event also pulled in 92,062 social media impressions and 68 earned media placements, which reached 1,832,557 readers.

  • Strategy
  • Video
  • Media Planning and Buying
  • Social Media Management
  • Event Marketing


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