A seismic shift was taking place for the Manitowoc brand. They had been known for generations for their incredible product line-up but were now backing that lineup with best-in-class customer support, and tightening even more, that partnership with their customer base. It was time to have everyone to their headquarters in Shady Grove, PA to experience what it truly meant to be a Manitowoc customer.

Manitowoc looked to MVP Collaborative to help bring to life Crane Days 2024, an event that hadn’t been executed since 2018 (and certainly not to this level) and started with an empty parking lot in Pennsylvania. MVP and Manitowoc got to work... and over the course of the 6-month project planning phase developed a 4-day brand immersion consisting of a reception celebration, live product reveals/product demos and an overall authentic experience with the brand.

In the end, a reinvigorated customer base and a loud and clear message that “Manitowoc is back!”.