Electronics and industrial conglomerate Siemens has launched the exiderdome, an interactive exhibition for tradespeople curious about technical aspects of the food and beverage industry, automotive and building construction.
The exiderdome is a two-storey multimedia exhibit constructed from 55-cargo-shipping containers that transform into eight showrooms, a multimedia theatre with a 34 metre-wide display and meeting rooms.
The product and presentation road show is meant to profile and establish the brand within Canada, while directing leads and driving sales, said Dirk Miller, director, corporate communications, Siemens Canada.
The traveling exhibit is stationed at Toronto’s waterfront on a 108-metre-long barge until Aug. 29. Siemens is supporting the event through direct mail, online ads and the microsite, exiderdome.ca.
More than 24,000 direct mail invitations, created by Commercial Colour Labs, were sent to industry and trade professionals across Canada, with the headline: “Now thinking outside the box…starts inside one.” Exiderdome.ca features event information and allows visitors to register for tours and seminars. Banner ads and e-mail marketing materials are running throughout the duration of the tour. User in Mind Internet Solutions handled all online components.
Public relations activities, handled by The Siren Group, includes trade and media outreach and special events.
The Canadian initiative is part of a global tour that began in China in 2005, and traveled to South Korea, Thailand, Taiwan, Russia and Mexico. After its final stop in Halifax, the exiderdome will travel to Boston for a U.S. tour.
Globally, Siemens has committed over $50 million to underwrite the initiative and has invested more than $5 million to build the exiderdome.
The exiderdome will be in Montreal Sept. 8 to 12, Quebec City Sept. 23 to 24 and Halifax Oct. 6 to 7.
