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Caterpillar’s MINExpo 2024 Booth Design Receives Gold Award at 15th Annual Eventex Awards
This award recognized the creative design of Caterpillar’s 56,000 square foot MINExpo 2024 exhibit that transported attendees to a mine site.
Highlights
- The Eventex Gold Award is a highly competitive and esteemed accolade in the world of events and experiential marketing.
IRVING, Texas, June 16, 2025―Caterpillar is one of four exhibitors awarded Gold for Stand Design at the 2025 Eventex Awards. This award recognized the creative design of Caterpillar’s 56,000 square foot MINExpo 2024 exhibit that transported attendees to a mine site. Among 1,239 entries from 59 countries, Caterpillar’s booth—designed, developed and executed by Caterpillar, Spiro, Converse Marketing and other creative agencies—stood apart with its compelling visual storytelling and immersive experience. Eventex Awards is a global competition honoring excellence and innovation in the experiential marketing industry.
The creative team thoughtfully replicated Caterpillar’s Arizona-based Tinaja Hills Demonstration & Learning Center, simulating a mine site environment that brought the brand’s innovation, technology and heritage to life. Every element of the booth reflected the team’s commitment to creating an impactful experience through the iconic Caterpillar brand.
Veronica Newhouse
Vice President
Aftermarket Services & Marketing for Resource Industries
Awards jurors praised the booth highly: "This well-designed exhibit didn’t just impress—it blew attendees away by showcasing Caterpillar’s leadership in a genuinely engaging, meaningful way." Another juror noted, "Great use of theming, lighting, and interactive displays transformed the exhibit into an unforgettable theatre-like experience, driving significant business results and extensive media coverage."
Receiving the Eventex Gold Award highlights the strong collaboration between Caterpillar and creative agencies including Spiro and Converse Marketing in setting new standards for global experiential marketing.
Caterpillar’s booth—designed, developed and executed by Caterpillar, Spiro, Converse Marketing and other creative agencies—stood apart with its compelling visual storytelling and immersive experience.
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About Caterpillar:
With 2024 sales and revenues of $64.8 billion, Caterpillar Inc. is the world’s leading manufacturer of construction and mining equipment, off-highway diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. For 100 years, we’ve been helping customers build a better, more sustainable world and are committed and contributing to a reduced-carbon future. Our innovative products and services, backed by our global dealer network, provide exceptional value that helps customers succeed. Caterpillar does business on every continent, principally operating through three primary segments – Construction Industries, Resource Industries and Energy & Transportation – and providing financing and related services through our Financial Products segment. Visit us at caterpillar.com or join the conversation on our social media channels at caterpillar.com/en/news/social-media.html.
Caterpillar rolls out products and services in each of its regions at different time intervals. Although every effort is made to ensure that product information is released only after Caterpillar has received confirmation from its independent dealer network, plants, and marketing subsidiaries that products and services are available in the relevant region, editors are kindly requested to verify with a Cat dealer for product availability and specifications.
CAT, CATERPILLAR, LET’S DO THE WORK, their respective logos, “Caterpillar Corporate Yellow,” the “Power Edge” and Cat “Modern Hex” trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.
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Press Inquiries:
Kate Kenny
Caterpillar Trade Press Media Representative
Kenny_Kate@cat.com
For Release: Worldwide
Release Number: 144PR25 — June 2025
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