Monday April 21, 2014

Bringing out the Bison

Continental Building Products Makes Bold Brand Launch at AWCI’s Intex Expo

by Marketing Communications
Continental employees welcome visitors to the Continental booth at AWCI’s 2014 Intex Expo.

Participants at the recent Association of Walls and Ceilings Industry (AWCI) Intex Expo in Las Vegas couldn’t miss the sixteen-foot high green tower rising from the center of the exhibit hall. Continental Building Products’ bison logo, emblazoned across the top, served as a beacon for visitors to the trade show and the concurrent AWCI Convention, held from March 30 to April 3.

The Continental booth, featuring eight different kinds of wallboard as well as newly branded joint compound pails, served as the site for the company’s coming out party. “It was a chance to announce Continental’s new brand to our customers and other key industry players,” says Robbe Pearson, Senior Director, Marketing and Commercial Performance, who was present at the event along with a dozen Continental Building Products colleagues. “We had a lot of positive comments about our company’s new look and feel. Customers seem as excited as we are about our new brand!”

Fresh Features

On the tower’s front face, a dynamic video depicted a bison cave painting that morphs into the Continental Building Products logo, which runs across the screen before settling into a product shot. Take a look:


The 20×20 foot space also housed four wall-like panels displaying vivid imagery and key messages such as the company’s commitment to its customers, its sustainability efforts, and its product consistency.

Visitors were also among the first to view Continental’s new website, through which they could navigate on two large screens. The site officially came online during the show. “We’re proud of our new website,” says Catherine Boggs, Director, Marketing. “It’ll give customers and other users a clear and easy way to connect with Continental in the future. Launching it at Intex made perfect sense, as we were able to walk them through some of the site’s key features and benefits.”

With a successful 2014 show in the books, Continental Building Products will now gear up for next year’s event in Long Beach, California, scheduled to begin April 26, 2015.

See it now

Continental Building Products’ Robbe Pearson and Southeast Regional Sales Manager David Briggs filmed a promotional video from the trade show floor: