Our client, Teck Cominco, is a global company based in Vancouver, with major interests in mining, mineral processing and metallurgy, They are a global leader in zinc and coal mining, and a major producer of copper, gold, molybdenum, indium, and many other minerals and elements. With ownership or interests in 13 operating mines in Canada, the USA and Peru and a high-tech metallurgical complex in Canada, Teck Cominco has a broad range of expertise in mining-related including exploration, development, smelting, refining, product stewardship, recycling and research.
Teck Cominco asked Red Rocket Creative Strategies to assist them with their “Platinum Sponsorship” of the China Mining 2005 Congress & Exhibition held in Beijing from November 14 to 17. This was a significant move for Teck Cominco, who are positioning themselves as “the partner of choice” as China expands its internal production of metals and minerals to meet a growing domestic appetite.
Red Rocket was actively involved in every aspect of Teck Cominco’s presence at the event. From designing the tradeshow booth, to creating the supporting collateral material, show guide ads, video presentation graphics and orchestrating the manufacture of the promotional give-a-way item. Each element was created to reflect Teck Cominco’s business philosophy, and to create a unified look, feel, and message for Teck Cominco at the exhibition.
There are many logistical issues to be dealt with along the way, such as the cultural aspects of colour and design, and writing for language translation (all information was presented in Chinese and English).
The results we share with you today. Teck Cominco’s show coordinator said it best in an email from Beijing, “Just thought I'd drop you all a quick note and let you know that (1) everything arrived and (2) the booth looks awesome! Very different from all the others. Attracting a lot of attention even as it was being put up.”
Red Rocket Creative Strategies has the expertise to take your message around the world in whatever language you speak.
Display System
“Opportunities in Partnership” was the theme that tied the event elements together. The most prevailing aspect of Teck Cominco’s participation at the show was their 20-foot long 3 dimensional display booth. Four dynamic colour images dominated the graphics; each representing one of Teck Cominco’s areas of expertise: Partners in exploration, Partners in mining and refining, Partners in the environment, and Partners in the future. The design solution seems simple at first glance, but as you stroll past, the view changes, presenting a different personality featuring bold Chinese characters and supporting visuals (see side view at left, full view above).
Trade Show Collateral Piece
The brochure consolidated a tremendous amount of information and had to be written in both Chinese and English. It provides a brief synopsis of Teck Cominco—who they are, their depth of expertise, and the reasons they are pursuing partnership opportunities in China. The design of the brochure emulates the display booth, in a 10-panel, angle-cut, accordion-folded brochure with the same photos, panels and presentation. It was superbly printed in four-colour process with a special pantone red and metallic gold.
Program Ad
Part of the platinum sponsor package was a full-page ad in the show program guide. This full colour ad captured the Teck Cominco theme “opportunities in partnership” and enticed readers to visit the booth.
