Dubai-based DP World operates over 70 shipping terminals globally and employs more than 36,000 people while moving an estimated 60 million containers a year. Red Rocket Creative Strategies was hired by DP World to develop an extensive trade show activation program, encompassing an overall strategy and collateral materials.
Crucial elements of the program included booth displays and large window clings. These large visual displays needed to highlight four of DP World’s North American facilities: Vancouver, Nanaimo, Prince Rupert and Caucedo in the Dominican Republic, informing attendees of the company’s combined strengths and abilities.
For the displays’ design flexibility and handling convenience, we chose lightweight pull-up banners. By creating five individual displays, we were able to highlight each port facility along with a centre display that promoted the conference theme “Northwest to Southeast: more options to—and from—the Americas.” A map highlighting each of the featured DP World facility locations and North American shipping channels provided the perfect backdrop for the booth’s hosts.
As a Platinum Sponsor, DP World was allowed to install a row of 32 full-length window cling panels in the main conference entrance. Using the conference branding theme, we created a series of five window cling designs with tighter messaging that addressed the shorter attention span of viewers walking by (as opposed to the more leisurely viewing of a booth display).
All the display elements were created using the texture and colour theme built around wavy diagonal patterns that suggested water, map contour lines and also route direction. Brightly coloured duotone imagery from each location was used to increase the displays’ visibility amongst the sea of exhibitors.
Both elements generated very favourable responses at the conference and helped DP World reinforce its reputation as a leading enabler of global trade.