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Ultra Electronics at DSEi 2013 – Creating a dynamically different presence

The brief from Cook & Associates’ client, Ultra Electronics Holdings plc, for the 2013 DSEi show in London was to do something dynamically different….  In the past, the internationally successful defence, security, transport and energy company had focused on exhibiting its individual business lines.  For this year, the approach was to focus on the full portfolio of defence and security solutions, centred around customer need. The stand design was 50% larger than in previous years, and featured a strong brand image along with dramatic, eyecatching displays and a totally integrated marketing approach.  Involving a total of twenty participating Ultra businesses, the emphasis was split across four key stand areas, manned by the company’s brightest and best teams.  The overall result was that footfall rose considerably, with Ultra welcoming 51 international delegations across the four days of the event. Group Marketing Director, Mark Anderson, commented: “Everyone noticed the difference – customers, investors, competitors and the participating Ultra businesses. The success of the stand was down to hard work and careful preparation in every respect – brochure writing, video generation, stand design, delegation co-ordination, lunches, invitations etc. etc. MDs and Marketing Directors commented that they were able to concentrate on business to business and customer interaction, knowing their presentation was being exceptionally well executed.”

cook_web_adminUltra Electronics at DSEi 2013 – Creating a dynamically different presence