Exhibition World Issue 2 — 2019 - Page 27

93% Case study of visitors said that they met their objectives at EDEX 2018 Case study Egypt Defence Expo 3-5 December 2018 Show summary & objectives EDEX was a launch event organised by Clarion Events for the Egyptian Armed Forces, with a brief to demonstrate military capability and also offer Egyptian companies a platform to showcase equipment and services to an international audience. EDEX was tasked with highlighting how knowledge transfer partnerships could work and, ultimately, serve as a meeting ground for the next agreements to be forged. A hosted VIP programme with senior decision-makers was another important element of the exhibition - the first tri-service defence exhibition to take place in Egypt. The brief was to deliver 10,000 visitors and 300 exhibitors across three exhibition halls (30,000sqm gross space). The Egyptian Ministry of Defence wanted an event that could compete with existing defence exhibitions, and find its place on the calendar. Egyptian President El-Sisi was in attendance. The number of commercial partners present, along with the countries represented would be metrics used to evaluate success for a show that would be the first world-class event of its type in Egypt. Delivery The Egypt International Exhibition Centre in Cairo was completely utilised with the presidential opening ceremony taking place at a 4th hall. Visitors from 84 countries attended along with 62 official delegations that included Ministers, Chiefs of Staff and senior authorities from all over the world. Final attendance numbers reached 30,141 people across the three-day event. Clarion worked with 47 international and local media partners to promote the event and there were 21 country pavilions. w w w.exhibitionworld.co.uk Visitor satisfaction Branding With EDEX being a launch event, it was important that someone viewing the branding for the first time could easily identify that it was a defence exhibition in Egypt. The main logo featured the pyramids and the sphinx – to reflect the location, along with a warship, helicopter and artillery vehicle – to reflect that the event is tri-service (land, sea and air). The red, gold and black colours were a striking part of the campaign and EDEX branding was placed on all screens at the main airport terminal. Social Media The show’s social media channels ran content for 12 months prior to the event and the content strategy included a mixture of high-quality images acquired from the Egyptian archives, as well as behind-the-scenes pictures of the Egyptian military delegation visiting overseas shows to promote EDEX in the lead up to the event. Onsite visitor features Opening Ceremony – The opening ceremony was held on Day 1 and was attended by heads of state and led by President El-Sisi. Media Centre – Over 300 media personnel from 147 outlets registered to attend. Static display – The outdoor helicopter static display provided visitors with the chance to get up close with something that would otherwise be completely out of reach. The Egyptian MOD also displayed various hardware and inflatable decoys, which were a major draw for visitors. Band Parade – With 300 members of the military band performing outside the venue throughout the event, visitors could feel the “wow” factor as they arrived. Air show – The air show gave visitors something exciting to watch and let them see aircraft in action that they wouldn’t usually see. Fireworks display – The event concluded with a huge reworks display. Key measures of success 30,141 376 Exhibitors Total visitor numbers 4,500 sqm of exhibition space rebooked $3.5m vs $6.9m Target revenue for the event Final achieved revenue 78% of exhibitors to return in 2020 The 2020 edition will use all four halls and is expected to sell out. Organisers are also planning to add a Security Zone for company’s looking to provide security solutions to the defence sector, as well as conference theatres on the show floor EDEX was the largest launch in 72 years by Clarion Events and the 2018 edition won Best International Trade Show at the 2019 EN Awards in London. Issue 2 2019 27