A major international roadshow for leading global instrumentation manufacturer Parker Hannifin is nearing the end of its successful Middle Eastern leg.
 
The hi-tech Parker Instrumentation mobile exhibition vehicle, designed and commissioned by Event Marketing Solutions (EMS), has been generating huge interest in the region, where the marketing roadshow format is rarely seen.
 
It made its debut in the Middle East in December at the high-profile Arab Oil & Gas Show in Dubai, where it was the only vehicle of its kind, and it has continued to visit Parker stores, resellers and distributors in Dubai, Sharjah and Abu Dhabi throughout December and January.

 
The Parker Instrumentation roadshow, managed by EMS, is a three-year rolling programme designed to showcase Parker’s products and services to customers in the oil and gas, power generation and process analytical markets.
 
Its focus is a giant, state-of-the-art mobile display vehicle kitted out with Parker’s market-leading range of instrumentation – including new products never before seen in many markets. The 13.6m, dual-podded exhibition trailer offers an internal floorspace of 53sqm and can be configured for product demonstrations, training seminars and hospitality events.
 
The first leg of the roadshow – which toured Western Europe during autumn 2007 – attracted more than 2,500 visitors, many of them high-level distributor and reseller contacts.
 
Feedback from both the Middle Eastern and European legs of the tour has been extremely positive.
 
Sheldon Banks, European sales and marketing manager for Parker Hannifin, said: “There is no substitute for taking your products directly to your customers and this sophisticated vehicle allows us to do so in style, despite the huge distances involved.
 
“There is a real wow factor when you walk inside – customers have commented on how much they have enjoyed the opportunity to experience the products first-hand.”
 
The Parker Instrumentation tour represents EMS’ first venture into Dubai and coincides with growing demand from other clients for a presence in the Middle East.
 
“This is an exciting contract that is breaking new ground for EMS in a very significant marketplace,” said Keith Austin, the company’s managing director. “It’s great to have the opportunity to build on our extensive knowledge in new territories and to help our customers reach these key markets.”
 
Following the completion of the Middle East tour at the end of January, the Parker Instrumentation roadshow will return to Europe.