WTM London

DESIGN & BUILD BRIEF (June 2024)

 

PROJECT
 

WTM London at ExCeL in London runs 5th-7th November 2024 and is held annually . It is one of the largest trade shows in the world and takes up both the North and South Halls at the venue.
 

Surprisingly it is not a key show for the UK market as UK buyers have increasingly migrated to "glossier" shows like Experience Africa and We Are Africa, with higher-end properties leading the way. From developing markets - including South America; Europe (Central and Eastern), India and the Far East, WTM continues to attract significant numbers of buyers, making attendance more than worthwhile.

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OBJECTIVES

1. Create a buzz around the Tanzania brand, show the vitality and vibrancy of tourism to both Tanzania and Zanzibar

2. Re-invigorate Tour Operator excitement towards the destination (by creating theatre). Encourage a ground-swell of excitement around Tanzania, that extends well beyond the walls of ExCeL.

3. Encourage existing sellers to discuss with their current suppliers how to increase visitor numbers and add locations (predominantly southern and western parks).

4. Bring international buyers looking to meet Tanzanian suppliers together in a businesslike, but exciting environment.

5. Deliver new business opportunities for all exhibitors
    

THE STAND​

•  Stand size : 207sqm with 4 open sides. (TH641G)

• 44 exhibitors (In 2023, we had 50 exhibitors taking 4.64sqm each. Most buyers and exhibitors have expressed feeling cramped so each now has 5.25sqm, even though this is still below industry standard. We want impact and to project 'brand Tanzania' not have a "squashed in", unattractive sales area. The previously employed second tier is neither required** nor financially viable.

• Differentiate between the two destinations on the stand in some obvious way(s).

• Each "booth" containing an exhibitor needs to be individually branded and be easy to find.

• Each booth to have power and the ability to store items (coat, bag, marketing materials etc)

• **All media and VIP meetings will be held away from the stand, in an area I am organising in the galleries above the South Hall. We do need to provision for furniture (12 chairs; 3 tables). Branding will be done using goalpost size pop-ups which I will arrange.

• Storage : we should provide exhibitors with a place to store a coat, bag and brochures etc. lockable if possible. Underneath their booth seating?

• Storage : there should be a place (not necessarily a room) where the tourist board can store items. Additionally the upstairs room will be capable of storing items.

• The vast majority of the stand should be individual selling space, with just a small reception. 

• Three sides of the stand will be open, the long back wall will not (NB, later change)

• Each exhibitor will need space to seat 3 people.

• We should also consider off-stand activities - theatre, recruitment, directional etc

• We should factor in annual storage for a stand to last 3 years at WTM, which could also be utilised in a modular way at other shows such as ITB Berlin, ATM in Dubai etc. Year One's budget can be spent on developing a modular set of materials, whilst Year 2 and 3's budgets can be used for updates and refreshes, as well as build.

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DIFFERENTIATION OF DMCs

• A potential buyer is often faced with an entire floor of DMC options with little or no way of differentiating between them.

• We feel it essential that we aid that selection in a format to be discussed.

• DMCs themselves also need to segment and differentiate via USPs and specialisations. 

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CAMPAIGN THEME 

Tanzania currently uses a strapline - “Tanzania. Unforgettable”. I am proposing the use of a campaign platform, “Live out your wildest dreams”, as shown in the attached visual. 

 

PROPOSITION & HERO PRODUCTS

Tanzania offers an unrivalled safari experience, with parks such as The Serengeti, Ngorongoro and Tarangire recognised as being premier destinations. Kitavi, Nyerere, Mahale, Ruaha and Mikumi also being outstanding wildlife areas. These should provide the thrust of our message.

 

Tanzania has the highest lion, leopard and wild dog populations in the world, along with being 2nd in terms of elephant numbers (with populations on the rise). The overall safari experience is authentic, dynamic, diverse and rewarding.

 

Tanzania is home to the Great Migration, sharing this experience for 2 months of the year with the Masai Mara across the river with Kenya. For the remaining 10 months, the 2 million “participants” circle across the Serengeti and Ngorongoro regions, chasing the rains.

 

Tanzania is also home to the iconic Mount Kilimanjaro, which provides not only provides unique  opportunities to hike or climb, but also provides a stunning backdrop to photographs.

 

Zanzibar - a collection of islands in an archipelago not just one island, is the perfect rest and relaxation destination with soft white sand and turquoise waters. There is a strong Arabic influence here, with a heritage from the spice and (sadly slave) trades. Stone Town - a UNESCO world heritage site is a living, working and thriving museum. There are countless other heritage sites and the opportunity to meet with fascinating locals.​​

 

IMAGERY

At this stage don’t worry too much about images, as these will may change. If you wish to use any TTB images at this stage just use screen grabs or access via page source from the website.

 

POWER SUPPLY

Your costs are to include all electricity sockets and power, as well as internet access.

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