• 9X+ Views

    than forecasted of pre-show video on trade show dedicated page

  • 5X+ Visits

    to trade show landing page over previous year's show landing page

  • 32% More Clicks

    on Facebook/Instagram ads than forecasted goal

  • 76% More Clicks

    on X ads than the forecasted goal

Syngenta Professional Solutions is committed to partnering with turf professionals to provide innovative agronomic solutions that can lead to unrivaled turf quality and enhance the places where people live, work and play.

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The Ask:

Syngenta sought to make a lasting impression at the 2025 Golf Course Superintendents Association of America (GCSAA) Conference and Trade Show. With competitors distracted by merger and acquisition activity and wondering how to fund their research and development pipelines, Syngenta was ready to debut two state-of-the-art chemistries set to transform turf management.

Concepting & Design

We developed a show theme that supported Syngenta’s relentless commitment to R&D.  “Welcome to the Future” emphasized its future-focused approach and dedication to producing cutting-edge chemistries.

The logo and booth design were modern and clean, yet sophisticated to reflect the premium nature of Syngenta and its products while visually standing apart from other exhibitors.

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Augmented Reality (AR)

An immersive AR experience helped attendees visualize the top turf pests that will be controlled by the new products. Seeing the pests in large, lifelike 3D models beside product information transformed complex science into a memorable learning experience. 

Our Solution:

To drive booth traffic and maximize participation, we deployed a fully integrated marketing campaign.

  • Custom Webpage: A custom microsite featured a hype video, pre-show video challenge, event schedules and resources—building anticipation and driving measurable engagement before the show. 

  • Print & Digital Advertising: Targeting messaging about the AR experience and other show promotions were featured in industry publications. 

  • Email Communications: Pre-event emails engaged superintendents, previewing the AR experience and encouraging them to visit the booth. 

  • Social Media Marketing: Strategic social content, including teaser video and interactive opportunities, piqued curiosity and encouraged social sharing.

The Results:

The campaign exceeded client expectations and delivered high engagement across all channels: 

  • 9X more pre-show video views than forecasted

  • Nearly 5X more landing page views than than in 2024, with nearly 2X time spent on page

  • 32% more clicks on Facebook and Instagram ads than forecasted goals

  • 76% more clicks on X (Twitter) ads than forecasted goals

The unique booth design, storytelling and AR experience were showstoppers, turning product education into an engaging, shareable booth experience.

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“This booth and theme, Welcome to the Future, was a bold departure from our traditional approach—and it paid off. In a sea of green booths featuring grass, our clean, white, museum-like space immediately stood out. It reflected the innovation behind our newest products and reinforced our commitment to forward-thinking R&D. By stripping away the usual visuals of turf and superintendents, we created a space that invited curiosity and meaningful interaction. The AR experience, the molecular-inspired design, and the focused product storytelling aligned perfectly with our mission to lead with innovation. It was so modern, memorable, and effective, we will be leveraging many elements again.”

Mark LaFleur, Communications Lead, Turf & Landscape, Syngenta

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