Saudi Arabia’s royal family shows support for the legacy tour of the late King Abdullah, managed by roadshow agency EMS.

Global roadshow expert, Event Marketing Solutions (EMS), welcomed Prince Turki and Prince Hussam of Saudi Arabia as they opened the fourth leg of the ‘Values & Vision’ mobile museum tour, running in memory of the late King Abdullah.

The ten-month tour aims to preserve the legacy of King Abdullah and empower the communities of Saudi Arabia to unite in celebrating his life. Prince Turki, the seventh son of King Abdullah, has expressed a particular interest in the tour, and has agreed to formally open the exhibition at each stop over the next ten months.

Planned and managed by EMS, the exhibition represents the first time a mobile roadshow of this scale has taken place in the Kingdom. Working in collaboration with heritage management agency The History Factory, creative agency The Brand Experience and design agency JRA, EMS has created an experience that forms the main attraction of the tour. Using interactive screens, media and portraits, the museum chronicles photographs, artefacts and videos of King Abdullah’s achievements.

“We’ve designed the tour to act like an Olympic torch relay, generating excitement and interest in the lead up to major events organised for 2018 by the King Abdullah Foundation”, explained Keith Austin, Chief Executive of EMS. “Since launching the exhibition earlier this year, we’ve already gained masses of support from both the public and the royal family, something we hope to continue throughout the length of the tour.”

Whilst EMS has enjoyed 16 years of success across Europe from its headquarters in Cheshire, in 2013 it expanded into the Middle East, establishing an office in Dubai. It has now worked on campaigns across the UAE, Bahrain, Kuwait, Qatar, Oman and Jordan. The King Abdullah tour is the largest project EMS has taken on in the Middle East, marking a major milestone for the business.

Austin continued: “The roadshow is the first of its kind in Saudi, so it’s been fascinating to use our knowledge and experience to help make the mobile museum a reality.

“The Saudi market represents a really exciting place for EMS right now. There is a real appetite for embracing modern, social communications at the same time as taking pride in the country’s cultural identity, and we’ve managed to bring these elements together within our tour. Already there has been a great reaction across social channels as visitors share their positive experiences, and there are still many more opportunities for people to get involved as we take the concept around the Kingdom.”