Event Marketing Solutions (EMS) has secured a six-figure, three-year contract to build and manage its most technically advanced roadshow vehicle ever for the University of Sheffield Advanced Manufacturing Research Centre with Boeing (AMRC).

The AMRC – a multi-million pound collaboration between the University and sponsors, including Boeing, Rolls Royce, BAE Systems and government – specialises in research and technological innovation within the aerospace industry.

It has commissioned EMS to provide a hi-tech touring exhibition vehicle that will be the centrepiece of its educational, promotional and sponsor-led activities for the next three years.

A key attraction on board the vehicle will be a 3.5 ton, state-of-the-art machining centre from global machine tool company Mori Seiki. This dramatic centrepiece will be permanently housed inside the unit, which has had to be specially adapted to bear its weight.

A special camera will be mounted inside the machine and images of its precision workings shown on a plasma screen to visitors.

The 13.6m vehicle will also include a stunning virtual reality room, using technology that enables visitors, wearing individual headgear, to “walk” around the inside of an aeroplane’s engine.

In an innovative move, the AMRC plan to make the roadshow self-funding, by encouraging sponsors to use it for their own marketing activities, in addition to the main AMRC programme. EMS have designed the interior so that it can be fully customised with sponsors’ individual branding.

The roadshow is due to start in mid-October, with venues potentially including schools and colleges as well as major industry events such as the Farnborough International Air Show. The aim is to showcase the work of the AMRC and to encourage UK graduates to pursue aerospace engineering careers.

“This is an exciting and prestigious project for a world-leading research organisation,” said EMS managing director Keith Austin. “The calibre of the sponsor organisations involved – many of them Fortune 500 companies – will be reflected in the roadshow vehicle, which is the most technically advanced unit we have ever commissioned.

“It will provide a stunning and immersive experience for the AMRC and its sponsors in the years to come.”

Once the vehicle is complete, EMS will support the AMRC on the project for three years – supplying a unit manager to set-up and accompany the unit on all visits and maintaining and managing the vehicle throughout.

Commenting on the roadshow, John Baragwanath, projects director at AMRC, said: “We are delighted at how EMS has captured our vision for this project and very excited about unveiling the completed vehicle in October.”