Retail Tradeshow at
NEC Birmingham

Objective
Bring the Currys Peak Trading campaign to life through a highly engaging experiential activation programme, ensuring business leaders and retail colleagues understood, championed and executed the campaign ahead of the critical Black Friday and Christmas trading period.

Audience
Currys Executive Committee members, including the CEO and Board, followed by more than 1,000 Store Managers and Sales Managers from across the retail business.

Execution
Designed and delivered a two-stage activation programme to build awareness, engagement and advocacy for the Peak Trading campaign.

The first phase was an Executive Committee exhibition hosted at a Currys store in Leicester. Working closely with internal stakeholders and external suppliers, I developed bespoke creative concepts, exhibition materials and interactive experiences to showcase the campaign strategy and planned retail execution. This included the design and production of custom display boards and an interactive game, creating an immersive experience that enabled senior leaders to engage directly with the campaign and its objectives.

The second phase was a Winter Wonderland-themed exhibition stand at the NEC Birmingham, forming part of a large-scale retail conference attended by over 1,000 Store Managers and Sales Managers. The stand transformed key Peak Trading messages into an engaging and memorable experience, helping colleagues understand campaign priorities, product focus areas and customer propositions ahead of the busiest trading period of the year.

Results
Successfully delivered two high-profile experiential activations that secured visibility and support from senior leadership while engaging more than 1,000 retail leaders across the business. The programme helped build understanding, excitement and readiness for Peak Trading, ensuring colleagues were equipped to deliver a consistent customer experience throughout the Black Friday and Christmas gifting season.