Copywriting project to showcase Electrosonic’s EXPO experience

Electrosonic Expo 2020 book copywriting project

EXPO 2020 in Dubai presents a highly valuable opportunity for Electrosonic, a global audio-visual design, installation and service contractor with a UK head office in the South East.  Electrosonic knew they were in a strong position to bring the pavilion designers’ visions to life as they have over 50 years of experience of creating lasting memories for 15 EXPOs, in nine countries, providing AV solutions to over 80 pavilions.

This level of experience requires a communication vehicle that delivers impact so, rather than try to compress all this knowledge into a flyer or brochure, Electrosonic wanted to create a substantial book.  Running to almost 40 pages, the EXPO Encyclopaedia looks at the challenges facing pavilion owners and designers vying for attention in these highly competitive, high footfall environments.

Electrosonic approached us to provide strategic planning and copywriting for the piece, which was completed in only four weeks.

Gemma Fabian, Marketing Manager, commented, “We had been considering how to approach the brochure for a while and this had left us with quite a tight deadline so we were very happy that Morton Waters was able to provide us with a quick turnaround.  Fifty years of work provides a lot of potential content but they picked out what was the most salient and condensed it in to an easy to read, educational and inspirational book for both designs and pavilion owners. The finished article is a high-end piece which we are very proud of.”

This project saw the beginning of our ongoing relationship with Electrosonic, providing retained content services for monthly blogs as well as other ad hoc strategic planning and writing projects.