Amazon Web Services
Creativity, concreteness and efficiency for events in the Public Sector segment
- Events and exibition
- Web design & digital activation
- Digital libraries
- 3D modeling
- Pre press and local adaptation
- Stand
- Flyer
- Newsletter
- White papers
- Event management
Amazon Web Services, a leading provider of cloud-based technology services, has chosen ATC - All Things Communicate for its Public Sector events in Italy and Europe. To contribute to the success of these important events, ATC supports AWS by streamlining resource management, ensuring consistency, and helping the brand carry out communication activities.
ATC has set up a partnership with Amazon Web Services, where efficiency in logistics and event management is combined with the creation of communication solutions, in compliance with Amazon’s corporate image, aimed at ensuring brand stand-out in the various venues, providing immediacy in the use of content and stimulating the interest of participants with creative projects that are always both inspired and feasible. Above all, solutions must be delivered at the speed of thought and execution that both Amazon Web Services and ATC share.
ATC has developed an internal supply chain for Amazon Web Services in which the different talents are activated according to the characteristics of the event. The logistics and management actions, which include the creation of a basic kit of communication materials periodically adapted, are complemented by the activity of the creative department, where the specific nature of the event requires the creation of initiatives and tools for greater engagement with participants.
In addition, to maximize the efficiency of the roll-out across Europe, ATC has created special hubs for production and sorting located in several key points of the region: Dublin, Manchester, Milan, Paris and Berlin.
Significant steps of this partnership included the creation of the stands for the latest editions of ANCI, the important annual trade fair dedicated to the representatives of all Italian municipalities, which also welcoms the participation of the President of the Republic, Sergio Mattarella, and other relevant Italian public figures.
For this special exhibition showcase, the communication has year by year complemented the presentation of AWS services with a broader Amazon offering.
The 2025 edition marked 15 years since Amazon arrived in Italy, celebrating the milestone with the key concept
“The story behind a click” (“La storia dietro a un click”). This idea inspired both the design of the stand and the experiential flow developed by ATC, resulting in an immersive and engaging visitor journey.
A large-scale physical recreation of an iconic Amazon package, elevated by a double illuminated portal at the main entrance, served as the central celebration area for the mother brand. On one of the outer walls, an
interactive timeline retraced key milestones from 2010 to the present, highlighting brand achievements, top-selling products, and the evolution of Amazon’s buying personas.
Inside the package, visitors could explore the excellence and behind-the-scenes workings of Amazon’s
logistics network through a series of videos and a life-size replica of a Kiva robot.
The AWS installation transported visitors into a space where technology drives tangible benefits for business innovation and security. Alongside showcasing how cloud computing and AI enhance Amazon Web Services’ offerings, the
AWS House, through Virtual Reality, provided an immersive experience that demonstrated how AWS infrastructure actively supports companies and institutions, both globally and locally.
The stand also featured two additional areas: one focused on the solutions offered by Amazon
Business, and the other celebrating the Made in Italy dimension. These were accompanied by interactive activities that rewarded participants with a branded giveaway, collected from a Locker placed in the Amazon “Pick-Up Point” area.
The previous year, the key concept ‘Innovare per il Paese’ (‘Innovate for the Country’) was translated into an installation made up of a network of LED connections that dynamically enveloped a silhouette of Italy, suspended from the structure's walls, as a metaphor for the Amazon/AWS's driving role in supporting the nation’s growth.
Inside, a multifunctional space with 5 information and experience areas, where visitors could engage in interactive games by discovering ‘Which innovator are you?’, challenge themselves with the Made in Italy quiz, learn about sustainable initiatives through a short test, explore the potential of AWS through demos on Generative AI for Public Administrations and the virtual tour of a data centre with 3D visors, in addition to delving into Amazon Business services.
From an aesthetical and installation point of view, the agency placed great emphasis on the design of the booth, with a balanced use of colours and materials, consistent with the Amazon and AWS guidelines.
Broadening the overview to the previous years, the stands curated by ATC for the 2021-2023 editions of ANCI were also designed to make the two AWS and Amazon worlds coexist harmoniously, although with more linear layouts.
In order to ensure the best user experience, all the spaces were designed to create an immersive journey where the visitors could discover and learn more about the services thanks to monitors and corners showing insights into the many brand areas.
The stands also included private meeting rooms for business meetings and refreshment areas where visitors were offered coffee. In addition to the branded walls, ATC also created branded brochures and gadgets for ANCI participants.
Between 2022 and 2023, ATC was involved in the planning and management of the AWS Initiate Roadshow, a series of staged events aimed at presenting cloud services throughout Italy and targeting local professionals from both the public and private sectors. The Roadshow delivered testimonials on the use of AWS technologies to Bologna, Naples, Florence, Bari and Genoa, culminating in a final event in Rome. For these sessions, ATC selected and managed the host structures and coordinated multiple suppliers, as well as producing some communication materials including roll-up banners and gadgets for the participants.
In spring 2023, Rome hosted the prestigious CEAL (Consejo Empresarial de América Latina) plenary assembly, an annual event attended by leading figures from the South American business world.
In order to welcome guests at Villa Miani, ATC supported AWS with branding activities to enhance its role as sponsor of the event.
The assets ATC created included communication materials for the location, such as a station that displayed the Roman skyline with the city's main attractions visible from the villa's panoramic point, totems, branded table talkers and mugs to be handed out to attendees as a souvenir of the evening.
