Riding high in Florida

Promoting UK trade at the International Amusement Park & Attractions Expo (IAAPA), Orlando, USA

IAAPA is the key buyers’ market for the experience economy and attractions industry. Our client the Department for International Trade (DIT) had a presence at the show with the aim of promoting the UK as a centre of excellence in the sector and to encourage UK trade.

To do this, they planned to bring a selected group of UK companies to exhibit at IAAPA to help them engage with US buyers through a range of activities including 1-2-1 meetings and opportunities to make introductions and share information on UK strengths in the sector.

We were tasked with recruiting a target of 14 UK export-ready companies to join DIT at IAAPA. After successfully reaching that goal, one of our main challenges was satisfying the needs of these multiple ‘clients’ whilst giving them all the best possible exposure to their desired audience. The process started by understanding the needs of every stakeholder and giving their brand a presence within the overall DIT brand. In this kind of situation, it’s less about ‘what can we build?’ and more about ‘how do we communicate?’

I, Robot

As well as our comprehensive pre-event communications campaign, to enhance the stand and generate income, there was an option for the exhibiting companies to apply to be a “showcase company”. These 3 selected companies showcased their innovative products on the stand, which helped to attract attention and generate interest.

Alongside VR rides and a VR 360-degree skydiving experience, our key visitor attractor turned the normal visitor experience on its head and it interacted with you! Meet ‘Melvin’ the scarily lifelike robot who interacted with the crowds via live telepresence from Dubai.

As an official events supplier to the Department for International Trade (DIT), we are responsible for their core events programme of 200 – 400 international events per year, helping to facilitate UK trade and investment around the world.


100% of our recruitment target achieved

1 scarily lifelike robot

92% of participating companies expect an export win as a result of attending

100% of attendees would recommend the event to other relevant businesses