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.”