Caterpillar takes home gold
Caterpillar has received a Gold Award at the Eventex Awards for its 5,200m2 MINExpo 2024 booth design that transported delegates to a real-world mine site.
Inspired by Caterpillar’s Tinaja Hills demonstration and learning centre in Arizona, US, the exhibit gave attendees of the world’s largest mining trade show an immersive on-site experience.
Among 1,239 entries from 59 countries, Caterpillar’s booth — designed, developed and executed in collaboration with creative agencies Spiro and Converse Marketing — stood apart with its compelling visual storytelling and immersive experience.
All components of the booth were carefully constructed to bring the brand’s innovation, technology and heritage to life.
Caterpillar resource industries aftermarket services and marketing vice president Veronica Newhouse says the company is proud of the team whose creativity bought this award-winning booth to life.
“Their innovation continues to inspire excellence across all we do,” she said.
The Tinaja Hills centre that the booth was inspired by provides comprehensive staff support and customer-focused education to help operators progress with the evolving industry demands and seamlessly integrate the latest tech on-site.
Visitors gain application and product knowledge both in high-tech settings and on the field, guided by instructors with years of training and expertise on the latest Cat systems.
An Eventex Awards juror says the well-designed exhibit didn’t just impress — it blew attendees away by showcasing Cat’s leadership in a genuinely engaging way.
“Great use of theming, lighting and interactive displays transformed the exhibit into an unforgettable theatre-like experience, driving significant business results and extensive media coverage,” they said.