Leading global telecommunications equipment provider unveiled its new ‘EMEA Innovation Lab' to 50,000 delegates attending Mobile World Congress, the annual global technology event in Barcelona.

The unique mobile lab will deliver an intensive roadshow marketing campaign for Ciena and offer customers across Europe a personalised, hands-on experience of the company's industry-leading technologies. Managed by B2B marketing roadshow specialist Event Marketing Solutions (EMS), the mobile trailer lab will go on to visit 25 venues in 10 European countries, including Russia, France and Italy - and give clients first-hand experience of Ciena's range of networking equipment, and software, which enable the delivery of next-generation voice, video and data services for network operators worldwide.

EMS designed and managed the innovative, bespoke fit-out of the 13.6m exhibition trailer. Its unique feature is the interior layout, which was flexibly designed by EMS to allow Ciena to deliver a tailored event marketing day for each client they visit. The interior environment enables Ciena staff to easily reconfigure the space to a workshop style for group demonstrations or theatre style for presentations and training.

Internal features of the bespoke exhibition trailer include a welcoming reception area, a specially designed fully air-conditioned server rack to demonstrate and store the high-tech equipment safely, presentation zones with LED screens, interactive workstation area and a private meeting room for one-to-one discussions.

The exhibition unit is branded with a full graphic vehicle wrap and is equipped with a multi-lingual event marketing campaign solution so that interchangeable graphics can be applied for each country. Another added flexibility is that Ciena can also apply client branding to the exhibition unit before each show day to create a powerful VIP customer experience.

Maureen Renaud, Global Events Manager at Ciena said:
"We already run a mobile innovation lab tour in the US and recognise the value of technology roadshows. Our vision has always been to repeat and build on this success in Europe. In order to reach our EMEA customers, we needed a highly-experienced partner that we knew could design an engaging experience and deliver a logistically intensive campaign - so we chose EMS."

Justin Isles, Client Services Director at EMS said:
"We are delighted to push the boundaries and demonstrate yet again our expertise in managing a busy Pan-European campaign. Technology roadshows continue to be in high demand, because our clients know the value of this unique method of demonstrating complex, high-value kit on the doorsteps of key customers."

"We knew that Ciena's client needs for each event would be different, and so the key with this project was to create a highly flexible show space that could be reconfigured to fit their requirements - allowing them to create an engagement which in turn would be a much more personalised customer experience."

Ciena is one of a growing number of EMS clients who are benefitting from technology demonstration event roadshows. Other clients include Dell, Samsung and IBM.

Ref: EMS-HS-210211

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