Manila Fame is a globally recognised International Trade Fair. It showcases the diverse range of Philippine products. The Philippines Department of Trade and Industry identified that this major Trade Fair for home lifestyle products was showing signs of declining popularity. Traffic, and more importantly, sales were declining.
We engaged with the Centre of International Trade Exhibitions and Missions to create and implement a strategy to rebrand the Philippines as a credible source to discover innovative and world-class products.
Four main industries were identified. These key groups were brought together to align and foster a common purpose for future growth within the global marketplace. The four key industries were Housewares, Furniture, Jewellery and Christmas products. Our challenge was to highlight the talents and abilities of both small and large manufacturers in the Philippines.
The Brand Work
We brought together industry leaders from key manufacturing and design sectors. These stakeholders collaborated with government officials over a 4-day workshop. We dissected, disrupted and challenged the historical approaches to “Brand Philippines”. Together we conceptualised, defined and delivered a modernised brand vision and identity. In conjunction with the Philippines government, we designed new logos, trade fair themes. New visitor journeys were also created.
The Product Work
We worked with over 40 factories. We worked in collaboration with Linda Simpson of Imagination Network USA. More than 6000 products were created to link to 3 key trend displays during the Manila Fame Exhibitions in April and October. This gave these international buyers a fully realised interpretation of the potential product alignment which was possible from the Philippines.
The Presentation Work
We created three 600 square metre displays for each of the trade fairs. Each display included over 2000 products. These concepts we presented in a full retail environment.