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Success stories in strategy

New formulas to promote an exhibition

 

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Client

International Logistics and Material Handling Exhibition

Project

World Summit Promotion / E-logistics Area

Date

2001 - 2013

The International Logistics and Material Handling Exhibition was born in the 21st century as the maximum showcase of an emergent economic sector: the management of the supply chain. 15 years later, this Exhibition is considered one of the three main European exhibitions of this sector. This annual must-attend event gathers in Barcelona companies and organisations from 4 different continents.

One of their keys to success has been innovation. Op-team participated in this area by means of two strategic contributions, which were used to modify the traditional approach to exhibitions as showcasing spaces for physical products. Firstly, we promoted a parallel programme of conferences and technological workshops. They culminated in 2002 with the celebration of the World Summit on Knowledge, which had more than 1000 participants and 50 speakers from Europe, America and Asia. This summit already placed logistics as "the key to access new markets".

Secondly, another innovation and promotion project consisted in the creation of the E-logistics Area. For the first time an exhibition devoted a whole area to companies which had no physical product to show. The exhibition stands used in the fair were designed futuristically and used by organisations of what are sometimes referred to as "new economy logistics": consultancies, virtual shops, online operators, etc. Op-team's contribution to these two projects included the market audit, the concept of the projects, the co-management in the organisation, the graphic design of the corporate identities, and the promotion to different target audiences.

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