Globe-trotting with EMS
It’s that time of year when many of us reflect on the past 12 months to inspire and drive forward new plans for the year ahead.
Our team of Roadshow Managers clocked up 210,578km last year, delivering engaging and inspiring events on behalf of our fantastic clients. Equivalent to circling the globe more than five times, this distance gives you an idea of the vast number of people who see a roadshow campaign when travelling between events.
Working out the ‘Opportunities to See’ a campaign when it’s on the road is something that we’re regularly asked, so at the end of last year we took steps to make an informed calculation. By delving into the Department for Transport National Travel Statistics (2013) we calculated that the average vehicle travels 40 miles in one hour, passing 1900 other vehicles. Considering the average tour clocks up 11,500 miles, there are 546,250 ‘Opportunities to See’ one of our UK roadshows.
So what brands took to the road in 2014?
We were delighted to take 12 companies on the road with us last year including roadshows with brand new clients as well as revamping or extending campaigns for some well-established relationships.
While we created new tours with insurer Allianz and for agency Fresh with hotelier Radisson, Parker celebrated their ninth year with us. Testament to their success to date Parker and also Ortho Clinical Diagnostics invested in getting a second truck out on the road.
Spanning B2B and B2C campaigns, there was much emphasis on developing creative and interactive experiences to better engage customers and prospects.
We partnered with agency Fresh to allow their client Radisson to put their hotel experience literally inside a truck. They delivered a taster experience of the hotel chain and entertained guests with live show cooking.
We also worked with Allianz and Barclays to engage employees to deliver bespoke interactive, time efficient communications in an immersive, engaging and fun environment.
Technology businesses continued to be huge advocates for roadshows with the Cisco Mobile Executive Briefing Center travelling worldwide and to customer doorsteps to offer real-life demonstrations of its latest and most advanced networking technologies. Global technology giant EMC recreated the brand and product messaging of its annual World Conference on a more intimate and local stage through an immersive mobile conference experience.
Crossing two continents, we managed events in 27 countries last year. As well as brands continuing to strengthen their presence in Europe and Russia, the lucrative Middle East market dominated schedules. To reflect this increasing appetite, we were delighted to announce the appointment of a Managing Director to drive our operation in Dubai. Lucy Miller has had a resounding start and is looking forward to supporting both the local and international brands looking to take advantage of the region’s opportunities, particularly Dubai’s successful bid to host Expo 2020.
New truck innovation was a major focus for us in 2014.
The star of the show was Exposure, which we have just unveiled as our response to growing demand for vehicles that maximise brand exposure both inside and out.
This is the first EMS truck to feature a giant outdoor high definition screen - providing the ultimate tool to engage audiences – and inside the welcoming automatic glazed entrance doors open to create 55m² of flexible space. This is just the beginning, as it marks the start of a £1m investment in new vehicles planned for 2015.
This pretty much sums up 2014, but of course our journey couldn’t have been possible without the network of roadshow experts and suppliers that we have created to transform our trucks and ensure seamless brand experiences, just about anywhere in the world.
We look forward to working with clients both old and new in 2015 as well as our many partners. If you’d like to talk to us about how a roadshow may help your business get ahead this year, get in touch.