Case study
Animal Forum was standing room
only due to a mix of inspiring local
and international speakers.
Host sponsor Marmum Dairy
alone reported signed deals worth
US$7.3m at the event and organisers
report three other notable ‘mega’
deals signed on Day 2 of the event – a
key demonstration of the investment
opportunities in the region.
DLG’s Armstrong tells
EW: “The results
support our
belief that the
environment
for livestock
farming in
the region
would
make
EuroTier
Middle East
the perfect
platform to pull
the livestock sector
together and point the
way for its development in the
future. ADNEC’s state of the art venue
and professional team supported us
to achieve our goals for the inaugural
edition and we used the same on our
communication channels as well.”
Khalifa Al Qubaisi, ADNEC Chief
w w w.exhibitionworld.co.uk
Commercial Officer adds: “The levels
of investment at EuroTier shows that
ADNEC truly is the home of business
events in the MENA region. We look
forward to welcoming EuroTier back
in the future.”
EW also asked Armstrong what
the main challenges had been when
launching EuroTier Middle East in
Abu Dhabi?
“Expectation
management was
one of our major
concerns when
delivering
EuroTier
Middle
East 2019.
EuroTier
in Hanover
hosts
155,000
visitors and
2,600 exhibitors
and it has become
a well known brand
over the span of three decades.
EuroTier Middle East 2019, even
though it carries the same DNA
as the tradefair in Europe, had to
take in to consideration the various
nuances in the market and the region,
forging new partnerships and the
Above:
Marmum Dairy
signed US$7.3m
worth of deals at
the show
Above:
Christopher
Armstrong
Above:
Khalifa Al
Qubaisi
competitive landscape.”
What did he think was Abu Dhabi’s
best USP for the show?
“In addition to the state-of-the-
art facilities at ADNEC that adds
the perfect finishing touch to the
tradefair, the professionalism and
competence of the team at ADNEC
helped get the job done smoothly.
When you work in countries where
there is a language barrier to begin
with you tend to take these other
luxuries for granted.”
And how did Abu Dhabi compare
with the other two EuroTier
launches in Brazil and China?
“We are very happy with our
tradefairs in Brazil and China, as
with EuroTier Middle East, as we
have received similar feedback from
our stakeholders across the board.
We look forward to providing a high-
quality tradefair that adds value for
our stakeholders and growing the
offering to them with each edition.”
How would DLG approach the
second edition in Abu Dhabi and
what are the dates for that?
“We launched EuroTier Middle
East in November 2018 and in
10 months we were at ADNEC
welcoming our first visitors through
the door. EuroTier 2021 is taking
place at ADNEC 29-31 March. We
want to use the longer run up time
to work on some interesting ideas
that we just did not have the time
to execute in the last edition. In
addition to that we want to grow, so
we need to get out there and get our
message to our current and potential
clients.”
What other advice does DLG have
for other organisers considering
launching/cloning/bringing their
tradeshows to Abu Dhabi?
“Strong partners/partnerships
that work is paramount for success
when considering bringing a brand
into a new market. Having the Abu
Dhabi Agriculture and Food Security
Authority (ADAFSA) as a strategic
partner was critical to taking the
first step in the new market,” said
Armstrong.
Issue 6 2019
47