Co-ordinated approach
included a display area featuring capabilities and equipment from UK defence and security companies (16 UK companies – 12 companies exhibiting 28 pieces of equipment, and four companies exhibiting brochures). The stand also featured a highspec meeting room suitable for Governmentto-Government meetings and an area for senior UK military advisors to brief from.
UKTI DSO was supported by Edge Exhibition Design, Sirius Conference and Events, Premier Showfreight and Events in Focus
Planning for our events, especially one of the size and complexity of IDEX, starts nine months out from the event. For the large LED screens that were used for the first time at IDEX, our in-house video production
Events sit in our corporate marketing strategy, an element of which is reflected in our presence at shows such as IDEX and NAVDEX The display area was designed to accommodate a wide range of products, ranging from fire lighters to the latest multirole aircraft avionics. Awareness of the limited space available and an appreciation of the capabilities of the equipment, such as line of sight requirements for state-ofthe-art optics, defined the layout of the display area. To exploit the space fully and to ensure adequate room for staff briefings and to meet health and safety requirements, a new shelving concept was implemented, which also helped to reduce costs. In order to maximise the number of promotional opportunities and to highlight the diversity of the British Services, an innovative 3D video mannequin was also utilised.
Meeting the brief In order to maximise the exposure of the UK brand, which featured a community of UK Government, Ministry of Defence, UKTI DSO and the UK defence and security industry, it was vital that the correct messaging was identified at an early planning stage.
team was heavily engaged with both senior messaging stakeholders and the suppliers of the screens. This ensured that the product in terms of screens and video material fully met the messaging brief. The NAVDEX stand was designed to be a UK Pavilion that served primarily to showcase UK industry in the maritime and naval sectors. The stand featured 12 UK companies with capabilities including optical equipment, radar systems, sonar, resilience consultancy, naval gun systems, diving equipment and even weather forecasting and climate services. The stand was supported by personnel from the crews of three Royal Navy vessels (HMS Northumberland, HMS Shoreham, and HMS Ramsey) that were alongside in support of the UK presence at the show. The stand also featured AV presentations again produced by our in-house video team. In terms of planning for the show, the biggest challenge we faced was one of scheduling. Pulling together so many different stakeholder requirements (UK
Our aim is to highlight the UK’s position at the forefront of innovation and our ability to promote the UK’s capabilities in the defence and security sectors. Events are absolutely vital to us. They provide the opportunity to reinforce the UK capabilities in defence, security and disaster relief sectors. Events sit in our corporate marketing strategy, an element of which is reflected in our presence at shows such as IDEX and NAVDEX. At the same time, we are sensitive about marketing our presence at exhibitions – it is a fine balance between these sensitivities and promoting the capabilities of the UK in the defence and security markets. For the first time at any of our events, we made use of large LED screens that highlighted the UK presence in the exhibition halls, and a comprehensive marketing and media strategy for the show was compiled. The UKTI DSO events and exhibitions team uniquely within UK Trade and Investment provide a co-ordinated corporate representation of the UKTI DSO brand and image, delivering strategic global planning for UK Government, industry and trade associations, comprehensive, UKTI DSO focused, innovative project management, and an environment appropriate to subject and the benchmark for our competitors. We strive to produce an environment to establish and develop customer relationships, and deliver the overseas customer direct to the UK defence and security industry. Events provide UKTI DSO with the opportunity to bring capabilities and equipment to life, which is a fundamental part of marketing defence and security equipment to potential customers.
UKTI DSO’s stand was at the heart of the UK Pavilion
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Government and UK industry) required a dedicated project team working on both IDEX and NAVDEX. Bringing together all the elements in terms of exhibits and messaging, and ensuring expectations were managed and met was the most difficult task faced.