The story of the global exhibitions hosted in turn by major cities across the world, began with the Great Exhibition of 1851. A legendarily successful showcase of Victorian industrial and commercial enterprise staged at the purpose-built Crystal Palace in London’s Hyde Park, it inspired a tradition of regular world fairs that continues to this day.
Open for six months and attracting visitors in millions, these enormous exhibitions provide a showcase for new ideas and product innovation from around the world. Most importantly, the concept of the expos today is to seek solutions to universal challenges by encouraging cooperation between the great thinkers of the age.
Our client has a massive all-new 4.5km exhibition site under construction which, when finished, aims to be a festival of human ingenuity, showcasing and exploring what becomes possible when creative people connect with original thinking.
There is also an exciting new brand. And it is the responsibility of the brand manager to promote it. His task is to communicate, deliver and bring the Expo brand to life, so that every country, commercial partner and licensee involved can confidently promote and use the brand to attract visitors to the event when it opens.
‘We needed to find a way to hold and distribute the brand in one solid place so that our stakeholders could have access 24/7. Previously we’d been using email to track the brand and distribute it. That was okay initially, but as demand started to ramp up we could see we needed something that was much quicker and easier to use.’ he says.