Saudi Royal Family supports legacy tour exhibition managed by EMS

Saudi Arabia’s Royal Family has shown its support for the legacy tour of an exhibition about the late King Abdullah, managed by UK-based roadshow agency Event Marketing Solutions (EMS). Prince Turki and Prince Hussam of Saudi Arabia opened the fourth leg of the ‘Values & Vision’ mobile museum tour, which is running in memory of the late King Abdullah. The 10-month tour aims to preserve the legacy of the king and empower communities to celebrate 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 of the tour. 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 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,” says 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.” EMS has been working for 16 years across Europe from its headquarters in Cheshire, and in 2013 expanded into the Middle East, establishing an office in Dubai. The agency has 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. “The Saudi market represents a really exciting place for EMS now,” says Austin. “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.”