Dubai team goes large with launch of new tipper truck brand

When Bion Industrial, a Dubai-based heavy transport equipment manufacturer, decided to launch its brand new range of tipper trucks to media and VIPs this June, it turned to Performance Communications to help with PR’ing and running the event.

Calling on its experience of working with brands such as Volvo Trucks and Renault Trucks, Performance immediately set about planning how to introduce the company and unveil three state-of-the-art tipper trucks to 100 guests.

Finding a venue that can house tipper trucks, which are big enough to hold up to 16 tonnes of goods, was no mean feat, but the company used its industry experience and the Dubai Desert Palm was chosen thanks to its premium nature and ability to house these sizable tippers.

Key delegates, VIPs and business heads enjoyed complimentary cocktails on arrival before taking advantage of the resident caricaturist and enjoying some live art from a renowned local artist before the presentations and speeches began. Following this, guests then headed outside for the arrival of the stars of the show – the B250, B340 and B480 tippers.

Not only was the launch a big success from an event management perspective, but a number of carefully targeted publications attended and interviews were secured with head spokespeople within multiple trade and consumer titles. Coverage to date has included articles in a number of leading UAE newspapers and pan-Arab trade titles.