Abbott at the Chicago Marathon Expo
The Abbott booth at the Abbott Health & Fitness Expo for the Bank of America Chicago Marathon, built by Cadence for agency TSMGI to handle 40,000 visitors and to read for cameras up close and across the hall.
- Client
- Abbott
- Lead agency
- TSMGI
- Event
- Abbott Health & Fitness Expo, Bank of America Chicago Marathon (2022–2023)
- Venue
- McCormick Place Lakeside Center
- Location
- Chicago, IL
- Year
- 2022
- Industry
- Pharma & Biotech
The challenge
The expo is a madhouse: about 40,000 people come to pick up freebies, shop running and fitness gear, and take photos. The booth had to manage crowd flow and spacing, and keep the Abbott brand clear in camera sightlines both up close and from across the hall.
Our solution
Working for agency TSMGI, Cadence handled the booth build: fabrication, management of all show services, and installation with our own W-2 union labor. We know McCormick Place Lakeside Center well, so we can bill union labor directly to the client instead of routing it through the show decorator.
Results
The booth drew heavy local TV news coverage across Chicago, including ABC, NBC, CBS, FOX, and WGN.
Gallery
