Agritechnica is the world’s leading trade fair for agricultural machinery, held in Hanover, Germany, and a key global meeting place for the ag equipment industry. For the first time in its 55-year history, Agricultural Manufacturers of Canada (AMC) committed to a major presence there, leading the inaugural AMC Canada Pavilion.
On an expedited timeline leading up to the show, AMC required more than standard 8ftW x 10ft H booths. They needed a large, welcoming “home base” at the show: a Canadian-branded pavilion where members could host meetings, connect with trade commissioners and partners, and showcase Canadian innovation on a world stage. The space also had to feel unmistakably Canadian the moment you walked in, uniting many different AMC members under one cohesive national presence.
6P Marketing partnered with AMC to design the visual experience for the AMC hosted Canada Pavilion. This included a large hospitality space that members could book for meetings and client hosting, plus surrounding exhibit graphics that tied participating companies together under a strong, consistent Canadian identity.
The creative approach focused on making visitors feel like they’d stepped into Canada: expansive landscape and crop imagery, bold use of Canadian colours, and strong AMC branding that anchored the pavilion as the hub for Canadian ag manufacturing. The design was carried across walls, structures and shared backdrops so whether someone was networking, grabbing a coffee or taking group photos, the entire environment reinforced Canada’s presence and AMC’s leadership.
When the pavilion came to life on site, AMC President Donna Boyd told the team it was “amazing to walk into the space” and that she couldn’t be prouder of the result. The pavilion quickly became a go-to destination for meetings, media visits and member networking, giving Canadian manufacturers and the companies that support them a professional, inviting space to connect with international buyers and partners. The visual system 6P created now serves as a foundation AMC can adapt for future shows and events where “Canada” needs to show up big on the global ag stage.
