Microsoft Industry Events

CRG manage the execution of Microsoft’s brand presence at global third-party industry tradeshows and expositions.

Microsoft partnered with CRG to manage their industry events portfolio, which included the Consumer Electronic Show, World Economic Forum, Hannover Messa, SIBOS, Smart City Expo, HIMSS Health IT Conference, Gartner Symposium ITxpo, and National Retail Federation Big Show.

Our team built a logistical framework for Microsoft’s participation at each show, and standardized the execution across the shows to ensure a consistent narrative of Microsoft’s core themes and key messages. This improved the consistency in the customer and partner experiences, and streamlined the Microsoft visibility strategy at industry events.

With each show varying in size and scale, our execution ranged from developing an expo show floor presence to managing the business meeting centers, and from building demo spaces and lounges, to creating ancillary experiences such as press briefings, offsite dinners, and unique partner engagements.

CRG managed some show stopping experiences for Microsoft’s expo floor presence. Hannover Messe, the world’s leading industrial show, featured a full-size Daimler truck cab, a Rockwell Automation CAMA Machine, and a ThyssenKrupp mobility stairlift. At Smart City Expo, the 4,500-square foot booth became a city itself – hosting 67 sponsor pods, 4 meeting rooms, a hospitality lounge, and a Volkswagen e-Golf.

Off the show flow, at events like CES in Las Vegas, CRG managed the meeting execution between Microsoft and their customers and partners – resulting in an impressive 443 meetings across 28 rooms in four days. In Davos, Switzerland at the World Economic Forum, where event space comes at premium, our team transformed the local bakery and bowling alley into Microsoft Café, where high profile guests such as Bill Gates, Satya Nadella, and Joe Biden hosted meetings.

Client: Microsoft

Industry: Software

Destination: Worldwide

CRG Services: Project Management, Event Logistics, Sponsorship Management, Tradeshow Booth Management, Executive Meeting Scheduling and Management, Ancillary Event Coordination, Onsite Logistics Management