Achieving a stand-out presence at industry events, which demonstrates Kodak’s brand reinvigoration and unique selling point (USP), is a key pillar in the brand’s marketing strategy.
Jack Morton Worldwide, the global brand experience agency, is partnering with Kodak to bring this strategy to life. The agency has developed a new creative concept for Kodak’s brand which will be applied across its trade show marketing calendar. The first experience took place at CES in January and it is now followed by drupa 2016, the premier event in Kodak’s marketing calendar.
For Kodak’s experience at drupa, the team has created a life-size interpretation of an urban neighbourhood called The Kodak Quarter - the kind of urban area where warehouses have been converted into print presses, and industrial spaces have been taken over as creative studios.
The experience is designed to reflect the evolution of Kodak’s much-loved brand, a message brought to life through the theme of a regenerated urban environment.
The Kodak Quarter, is divided into four subsections with a distinct identity. Each brings Kodak technology to life through a series of city-inspired creative spaces such as a New York City-style loft space, a pop-up ‘Made with Kodak’ gallery and a fly poster wall featuring posters inspired by the arts and fashion industry. The pop-up gallery showcases Kodak’s collaboration with Jefferson Hack, for his book, ‘We can’t do this alone: Jefferson Hack The System.’
A limited edition of 5000 individual book covers have been ‘made with Kodak’, reflecting the book’s spirit of progressive individualism and radical publishing. In the Kodak Quarter, attendees will experience the best of Kodak’s print technology and its Print. For Good. message - it is the most printer-friendly and sustainability-focused stand at the show.
Danielle Atkins, Vice President of Brand at Kodak said: “Kodak is a creative company for creative people. The Kodak Quarter at drupa brings this to life.”
Mike Kunheim, Managing Director, Jack Morton Worldwide said: “Kodak is a brand that is prepared to push the boundaries of marketing. The experience at drupa exemplifies this approach and we are thrilled to have the opportunity to help Kodak create something extraordinary – and achieve a new level of experience.”