For one of the hospitality industry’s largest B2B trade shows, the AAHOA Convention & Trade Show, HBO set out to pull hotel owners straight into the world of The Pitt. As guest expectations shift toward streaming-first entertainment, we wanted to demonstrate just how impactful premium content can be—not by telling, but by showing.

So instead of a typical booth, we turned the experience into something hands-on and unforgettable: a larger-than-life operation game board that let conference attendees step inside the action of The Pitt themselves.