Lloyds Register: Charting a Course for Greater Success

Over the past year, Lloyd’s Register has relaunched its brand and created a new website – discover how we ensured their evolution continued with our bold global exhibition strategy and stand presence.

Throughout Lloyd’s Register’s impressive 250+ year heritage, it has helped its customers navigate complex waters.

And, over the course of our nine-year relationship with LR, we’ve seen first-hand how it has evolved to meet the demands of tomorrow’s world.

With the relaunch of its brand and a new website, our task was to ensure that this evolution continued throughout its global exhibition strategy and stand presence.

This began at Posidonia 2018, the world’s most prestigious shipping trade event.

Challenged with changing perceptions of LR, we worked closely with their events and marketing teams to further establish the customer-centric, professional services business – driven by insight and technology.

With a significant events portfolio, and the ambition to shift the dial on how to showcase LR’s innovative services, we knew from the start that real impact could only be achieved by approaching this as an integrated brand experience.

Navigate Now, Navigate Next – the creative platform that we developed – was the entry point, allowing people to discover the wealth of insight and advice that LR’s people and technology solutions hold.

Developed in line with the new brand positioning, the platform recognised the ongoing challenge for LR’s customers that future performance depends on today’s decisions­ – brought to life at the event itself through a high-impact digital installation.

Our interactive touchscreen table used object-recognition technology to create a self-guided experience, putting the power in the hands of our delegates.

Each topic area housed satisfying snackable content with the ability to register and request further information, including white papers, case studies as well as valuable LR expert insights and tools.

Offering a holistic brand experience that engaged people before, during and after each event, we built stronger brand recognition and equity through not only the live experience, but also digital and social channels.

Full data capture and tracking were included (in line with GDPR regulation, of course) – and whilst the central digital table was the hero of the stand, it was equally important that the whole space delivered on the brand promise in an inviting and welcoming atmosphere.

Building flexibility and scalability into the design from the start was key, in order for this to work in a variety of configurations and sizes for the multiple cross-sector trade shows that LR attends globally.

Initially covering Tier 1 and Tier 2 events, Collider developed a brand experience language and form suitable for not only flagship sponsorships, but also smaller scalable exhibitions – ensuring cost efficiencies going forward.

It’s already clear that perceptions are shifting, and that LR is successfully navigating a course that will reinforce their reputation as innovation leaders.

 

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