BRAND CAMPAIGN NEWS: Ciena hits the road in the Middle East

Global telecomms equipment provider Ciena has entered a new stage of its roadshow which will see the tour extend to the Middle East for two months.

The mobile ‘innovation lab’, created by B2B roadshow expert Event Marketing Solutions (EMS), offers Ciena’s international client base a personalised and hands-on experience of the company’s technologies.

The branded unit has a multi-lingual capability

The unit has already been taken to 31 venues across 11 European countries this year and will now allow customers in Dubai, Abu Dhabi, Riyadh, Khobar and Kuwait to interact with networking equipment and software that deliver next-generation voice, video and data services to network operators worldwide.

After the Middle East trip the roadshow will be taken back to Europe in February, where 50,000 delegates at the Mobile World Congress in Barcelona will have access to the exhibition vehicle.

Creative services director at EMS, Justin Isles, said, “We are delighted to help Ciena build on its highly effective European tour with a major new territory launch that will allow them to engage one-to-one with even more customers through to the New Year. This Middle East tour enables Ciena to fully maximise their ROI by making full use of their roadshow vehicle during what is a quiet time for the European market.”