Michelin Earthmover
Trade Show Design
How to turn heads at the largest international mining industry trade show in the world.


MINExpo International is the largest and most important trade show for the international mining industry community with 1,600 exhibitors and 55,000 attendees. It's only held once every four years, so it's vitally important to showcase new, upcoming products and trends while reconnecting with key industry leaders.

Michelin's objectives: to effectively communicate Michelin's new products, tire information and services to existing and potential customers so that they would be well informed and make the right purchase decision for their tires.


Jackson took the Michelin Earthmover booth to the next level of technology and innovation with a more interactive experience, along with a press conference and roundtable discussion:

CUICAR Advertising Campaign


Over the course of the show, Michelin Earthmover conducted 84 meetings with key industry partners, growing rapport with both prospective and current customers. Both events were a raving success: the roundtable discussion was so popular among show attendees that the meeting overflowed capacity and the cocktail party included over 160 leading decision-makers in the field.