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Hill & Partners creates 11,000 square-foot booth for General Cigar Company


The booth provided unique brand presence to a variety of General Cigar’s leading brands.

Hill & Partners Inc., a full-service tradeshow exhibit design firm, recently partnered with General Cigar Company Inc. to create a custom rental hybrid exhibit in a footprint covering 100-by-110 square feet for the IPCPR (International Premium Cigar & Pipe Retailers Association) Annual Convention & Tradeshow held July 18-21 at the Sands Expo & Convention Center in Las Vegas, Nev.

 The creative team at Hill & Partners designed and managed the sprawling booth, which was located near the entrance of the tradeshow floor and held the distinction as the largest exhibit at the prestigious industry event. The booth provided unique brand presence to a variety of General Cigar’s leading brands, including the introduction of CAO, Nicaraguan cigars named “one of the foremost premium cigar brands in the world.”

Hill & Partners successfully achieved “a booth within a booth” to showcase the extensive CAO product line; the space captured the essence of the fresh, hip brand and included a bar area designed to replicate the CAO logo.

“Hill & Partners created an incredible and highly successful booth, meeting every challenge,” said Ed McKenna, senior brand manager at General Cigar. “The partnership we have is fantastic; we can rely on Hill & Partners’ ability to get our brand name to consumers.”

The Macanudo brand was promoted through an impressive and colorful retail display that created exceptional buzz with the appearance of several Playboy bunnies. General Cigar partnered with Playboy to raffle off a weekend at the Palms Resort & Casino in Las Vegas.

The La Gloria Cubana brand station simulated the look of a Dominican Republic street, complete with a custom cigar roller to add an extra element of interaction with tradeshow attendees.

“We’re proud of the outstanding booth created for General Cigar for this prominent trade show,” said Michael McMahon, president and CEO of Hill & Partners, Inc. “Not only we did meet the goal of showcasing the company’s major brands in unique and imaginative ways, we were also successful at providing show attendees with an educational, entertaining and memorable experience.”

Hill & Partners brought the Punch brand to 2011 IPCPR with a patio deck design, where visitors could sample the product line.

The Cohiba and Excalibur brands were also well represented within the distinctive booth, which featured an area set with 35 tables manned by 35 sales representatives from General Cigar.

Entertainer Wayne Newton, who serves as Chairman of the USO Celebrity Circle, took center stage at the General Cigar booth for an hour-long press conference. Newton was on hand to accept a generous donation from General Cigar to the USO, whose mission it is to lift the spirits of America’s troops and their families.

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