When it came to bringing their brand to life in a physical space, again they turned to specialist place brand builders, Martins. Consumer-facing, interactive displays for the sponsorship of the Santos Tour Down Under and the industry-focussed, award-winning expo displays for the Australian Petroleum Production and Exploration Association (APPEA).
A brand only really known by the industry, shareholders and investors, Santos needed to create a public face, and space, when they became the naming rights sponsor of Australia’s only UCI World Tour Cycling event, the Tour Down Under.
On several occasions throughout the sponsorship, the Martins team designed, manufactured, assembled, disassembled and transported bespoke exhibitions that brought the story of the event and sponsorship to life, while enabling attendees a unique opportunity to engage with the brand.
Amateur riders could attempt to emulate their cycling idols aboard a purpose-built bike that replicated race conditions of the day. A smaller, more mobile version of the same exhibition was erected at the closing stage of every leg of the Tour. Brand awareness and saliency proliferated for the brand as a result.
The stakes were even higher when Santos presented itself to its global peers at the APPEA expo. Again, on several occasions over many years, the Martins team were called upon to design, construct and assemble increasingly complex exhibitions to engage with industry representatives, current and potential investors and global customers.
Being award, the Best Custom-Design Exhibit was an affirmation that the nation's leading energy exploration company had made the right choice.