EMC was recently tapped to manage Out of Home trade show marketing sponsorship opportunities for one of the largest events in the natural, organic, and healthy products industry — Natural Products Expo West 2026. This year’s event took place at the Anaheim Convention Center from March 3–6, drawing tens of thousands of industry professionals from around the world.
Working closely with the Natural Products Expo West team and its exhibitors, EMC planned and executed a range of Out of Home promotional opportunities designed to extend brand visibility well beyond the exhibit floor. Conferences like Expo West bring together buyers, retailers, distributors, and media from across the globe, and Out of Home trade show marketing helps exhibitors connect with that audience throughout their entire trip — from arrival to departure.
This year’s sponsorship portfolio included airport advertising at John Wayne Airport and Los Angeles International Airport, along with street-level EV digital mobile billboards positioned around the Anaheim Convention Center. The media mix featured baggage claim digital networks, concourse digital networks, escalator digital networks, and large-format static banners — giving exhibitors consistent touchpoints across the full conference landscape.
Airport Advertising at John Wayne and LAX
This year’s sponsorship portfolio included airport advertising at John Wayne Airport and Los Angeles International Airport, along with street-level EV digital mobile billboards positioned around the Anaheim Convention Center. The media mix featured baggage claim digital networks, concourse digital networks, escalator digital networks, and large-format static banners — giving exhibitors consistent touchpoints across the full conference landscape.
The campaign data reinforced the value of airport media for conference-targeted advertising. Impossible Foods’ concourse digital network placements delivered 37% more plays than planned, while their baggage claim network exceeded guarantees by 10%. Across their full airport campaign, Impossible Foods reached over 3.3 million total impressions. These numbers reflect the strength of airport Out of Home as a trade show marketing format — reaching attendees during high-dwell-time moments when they’re naturally attentive to their surroundings.
EV Digital Mobile Billboards Around the Convention Center
At the street level, EMC deployed EV digital mobile billboards that circulated the roads surrounding the Anaheim Convention Center throughout the week. Wild Planet Foods and Instacart both used this format to maintain a visible presence outside the venue, with branded vehicles positioned along Convention Way and nearby intersections where attendee foot and vehicle traffic was concentrated.
Instacart ran a fleet of fully wrapped EV mobile units featuring multiple brand partners, while Wild Planet Foods paired their mobile billboard campaign with airport media at John Wayne Airport for a multi-format approach. The mobile billboards provided repeated brand interactions as attendees moved between the convention center, hotels, and restaurants throughout the week — extending visibility well into the evening hours.
Extending Trade Show Marketing Beyond the Exhibit Floor
EMC’s Out of Home strategy at Natural Products Expo West 2026 gave advertisers the ability to spread their budgets across multiple media formats and locations, creating a consistent brand presence across the full conference experience. From the airport to the streets around the venue, exhibitors were able to reach attendees at multiple points throughout their trip.
For events like Natural Products Expo West, partnering with EMC to offer Out of Home trade show marketing sponsorships provides exhibitors with additional ways to connect with attendees while generating new revenue streams for the event itself. To learn more about how exhibitors view sponsorship opportunities at trade shows, check out our comprehensive sponsorship study.
If you’re interested in how Out of Home trade show marketing can work for your next event, reach out to our team to learn more.