The Art of Engagement: Inside Caesarstone’s KBIS 2025 Booth

  • Categories:

    Client News, Marketing Insights, Brand Strategy

  • Date:

    March 14, 2025

The Art of Engagement: Inside Caesarstone’s KBIS 2025 Booth



Client News Marketing Insights Brand Strategy

Trade shows such as IBS and KBIS offer invaluable opportunities for home and building brands to connect with key stakeholders, including designers, builders, architects, the media and more. At the same time, the size and scope of the show require brands to stand out in a crowded space.

This year Caesarstone’s “Natural Reflections” booth didn’t just show up—it showed out, transforming the entire trade show experience into an immersive, multisensory experience. And Wray Ward was there to help Caesarstone amplify its efforts through social media engagement and media support. The goal? Help extend Caesarstone’s presence beyond the show floor.

Deepening Connections and Amplifying Presence

At KBIS 2025, Caesarstone’s trade show activation team brought the brand’s products to life through dynamic, real-world applications, allowing attendees to experience firsthand the brand’s innovation, sustainability and design leadership.

Attendees didn’t just see Caesarstone; they felt the brand. Visitors approaching the booth were welcomed by the soothing sounds of an elegant water feature showcasing the product. This tranquil auditory element complemented three dynamic design vignettes that highlighted the interior and exterior versatility of the products. A working kitchen featuring Caesarstone’s newest product, ICON, played host to a series of cooking demonstrations. Additionally, the brand’s extension of porcelain to floors and walls enhanced the overall wow factor.

Wray Ward’s Social Media team was on-site to help amplify the energy through real-time updates, behind-the-scenes glimpses of the booth’s dynamic demonstrations, influencer discussions and exclusive product launch details. These digital efforts expanded Caesarstone’s reach, engaging on-site attendees and remote audiences.

Additionally, Wray Ward coordinated editor interviews and managed media meetups during KBIS, helping foster and continue meaningful relationships with industry journalists and reinforcing Caesarstone’s market leadership.

“Our goal at KBIS was to create a truly immersive experience that engaged attendees on-site and online,” said Tyler Thompson, director of brand marketing at Caesarstone. “The integration of social media and PR into our larger trade show strategy helped amplify our impact and deepen connections with key audiences.”

Behind the Scenes: Wray Ward PR and Social Teams Activate

Experienced social media and PR teams understand trade show strategy and the need to balance the behind-the-scenes hustle to ensure the product shines. The Wray Ward Social team offered on-site support and supplied content to a larger social team that handled editing, posting and community management — all in alignment with the approved strategy.

“Clients know that what can appear like real-time experiential content takes planning, coordination and partnership,” said Karen Bryant, Wray Ward’s social media director. “Our role was to align each post with the brand’s overarching strategy and capitalize on the immediate energy of the show.”

The Wray Ward PR team spent equal time planning the best approach. In partnership with Caesarstone, the team focused on new product narratives that would pull industry editors and writers to the booth. However, the strategy extends beyond Vegas to securing long-term editorial opportunities that effectively and beautifully showcase Caesarstone’s innovative product lines.

“One of our most important roles at a trade show is to lighten the load for our client,” said Gina Page, Wray Ward’s PR associate director. “We wanted to create space that allowed Caesarstone to focus on what matters most: building authentic connections and showcasing their work. That paves the way for meaningful, long-term editorial coverage.”

In the fast-paced world of trade shows, Caesarstone’s KBIS 2025 activation proved that a brand can stand out, engage audiences and drive lasting impact. And Wray Ward’s Social and PR teams were proud to partner with Caesarstone.

For more behind-the-scenes action from Design & Construction Week 2025, explore how Huber Engineered Woods used its IBS booth to build both community and brand awareness.

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