TAL @ ASFA & FAAA

Client: TAL

Events: ASFA (ICC) and FAAA (BCEC) – November 2024

 

Overview

 

Since 2016, Grand Stand Events has proudly partnered with TAL to design and deliver innovative and impactful exhibition stands that reflect their evolving brand and messaging. In November 2024, we collaborated with TAL to create two distinct stands for two key industry events: the ASFA (Australian Superannuation Fund Association) Conference at ICC Sydney and the FAAA (Financial Advice Association Australia) Conference at Brisbane Convention Exhibition Centre.

 

Each stand was uniquely designed to cater to the event’s audience and theme, while reinforcing TAL’s leadership and commitment to its partners.

 

ASFA – A Café and Bookstore Experience

 

Background

 

The ASFA Conference is a premier event in the superannuation sector, with the 2024 theme centred on the concept of time. TAL’s stand aimed to reflect this theme while highlighting their message of Value Beyond Protection—emphasising their guidance, education, and support for fund partners and members.

 

Objective

 

To design a 6m x 3m stand that:

• Captured attention across a large exhibition hall and created a wow factor.
• Delivered an engaging, café-inspired experience showcasing TAL’s whitepapers as the “bestsellers.”
• Created a welcoming, warm environment for meaningful connections.

 

Stand Design Highlights

1. Hero Element – Large-Scale Book:

• A custom 3D book served as the centrepiece, symbolising TAL’s whitepapers and the “big impact” they have on fund partners and members.
• The book featured static and digital graphics, highlighting TAL’s key messages and creating a striking focal point visible across the hall.

2. Café-Style Ambiance:

• The stand featured a cosy seating area with ottomans, a rug, and a low-profile coffee table, creating a space for informal conversations.
• Warm pendant lighting and greenery enhanced the inviting atmosphere.

3. Bookstore Concept:

• Floating shelves and a bookshelf mural wall displayed TAL’s publications, with creatively reimagined book titles, encouraging close interaction and exploration.

4. Technology and Interaction:

• An iPad allowed attendees to explore TAL’s digital tools and whitepapers interactively.
• A screen embedded in a book-shaped frame featured motion graphics, bringing the storytelling concept to life.

5. Photo opportunity 

• Each TAL stand is designed with a dedicated photo area, allowing attendees to capture memorable moments and engage with the brand.

 

Results:

• Big Impact: The stand’s creative design and large-scale book made a visual statement, aligning with ASFA’s time theme and drawing attendees in.
• Engagement: The café and bookstore concept encouraged reflection and meaningful conversations, positioning TAL as a thought leader in the superannuation sector.
• Brand Messaging: TAL’s Value Beyond Protection message resonated through every element, leaving attendees with a clear understanding of TAL’s commitment to its partners and members.

 

 

 

FAAA – Empowering Advisers at the Power Up Conference

 

Background

 

The FAAA (Financial Advice Association Australia) Conference is the leading event for financial advisers in Australia. The 2024 theme, Power Up, focused on empowering advisers with strategies and innovations to drive growth and success. TAL’s stand needed to reflect their forward-thinking approach while reinforcing their position as the #1 partner for financial advisers.

 

Objective

 

To design a high-impact 5m x 3m stand that:

• Encouraged sustained engagement with advisers over three days.
• Highlighted TAL’s investment in technology and innovation.
• Delivered clear messaging about TAL’s leadership in the financial advice profession.

 

Stand Design Highlights

1. Welcoming Atmosphere:

• The stand’s warm design included natural woven rugs, greenery, and soft furnishings.
• A low-profile seating area with wire chairs and cushions created a relaxed space for conversations.

2. Bold Branding:

• The stand featured prominent branding and messaging focused on TAL’s technological investments and long-term pricing benefits.

3. Photo opportunity

• Each TAL stand is designed with a dedicated photo area, allowing attendees to capture memorable moments and engage with the brand.

4. Smart Promotional Gifts:

• Branded TAL bags filled with thoughtful giveaways, including Franklin green bottles and sunscreen

 

Results:

• Engagement: The interactive elements and inviting layout drew in new and existing advisers, fostering multiple touchpoints across the event.
• Innovation Showcased: TAL’s forward-thinking approach was effectively communicated through cutting-edge technology displays.
• Brand Positioning: The stand reinforced TAL’s reputation as the #1 partner for advisers, leaving attendees with a strong understanding of TAL’s value and support.

 

 

 

 

 

 

 

 

Conclusion

 

TAL’s stands at ASFA and FAAA showcased the perfect balance of creativity, functionality, and messaging, tailored to each event’s audience and theme. The ASFA stand’s café and bookstore concept brought TAL’s whitepapers to life, while the FAAA stand highlighted their leadership in innovation and adviser support.

 

Grand Stand Events is proud to have partnered with TAL since 2016, helping them evolve their exhibition presence and achieve impactful results. 

 

We look forward to collaborating again with TAL on their projects in 2025!