Ahead of the 2022 event, the organisers of Navigate approached Wake Media to provide support in the scripting and creation of a short promotional video that could be used to promote the trade fair to the global maritime community via multiple channels.
The Challenge:
The Navigate Maritime and Shipping Trade Fair is a biannual event that takes place at the in Turku Trade Fair Centre, Finland. The Navigate 2022 Maritime and Shipping Trade Fair took place on the 1st and 2nd June.
Ahead of the 2022 event, the organisers of Navigate approached Wake Media to provide support in the scripting and creation of a short promotional video that could be used to promote the trade fair to the global maritime community via multiple channels.
On-site support during the trade fair was also delivered by the Wake Media team for the purpose of coordinating the camera crew and the interviews conducted with key representatives that would form the primary content of the video.
The challenge for Wake Media was to expand the perception of the Navigate Maritime and Shipping Trade Fair from being a local event to the it being perceived as an important event for the global maritime community outside of Finland. The long-term ambition of the client is to increase visitor numbers for future events.
Our Approach:
As a first step, the Wake Media team developed a storyboard for the video. Part of this process was to interview the project manager of the Navigate trade fair to understand more about the trade fair, its purpose and their vision for the future. The Wake Media team subsequently worked with Navigate to develop a list of key representatives to interview that would best reflect the trade fair’s importance. Representatives from various sectors and expertise were selected to ensure different and credible perspectives.
The interviewer was secured by Wake Media and local videographers were identified and secured who could easily attend the event site, this reduced costs for the client.
A member of the Wake Media team was on-site at the 2022 navigate trade fair to provide on-site support, coordinate the interviews and to provide support to the direction of the video footage taken during the event.
Ahead of the interviews, the representative from the Wake Media team providing on-site support had researched each interviewee and their company in order to draft the interview questions and script the introductions to the video.
Following the completion of the interviews, the editing of the raw video footage was undertaken by Wake Media’s production team, in addition to the branding of the video, suitable music overlays were identified and used to create the final short, two-minute video in MP4 format.
In addition to the creation of the two-minute video, the Wake Media team also provided ideas and frames for future promotional activity in order to ensure efficient use of materials. Individual videos were also developed for the client for future use.
Impact:
The two-minute, short video produced for navigate can be viewed here: https://navigate.fi/
The impact of the video will be difficult to ascertain until the next trade fair. Future events and the participation statistics will provide some feedback on the promotional video’s impact.