The Norwegian publishers of “Upstream,” a weekly oil and gas journal, wanted to stand out at the Offshore Technology Conference, amid the hundreds of booths that compete for attention of convention-goers. So the company used some of its newsprint to design fabric that it fashioned into outfits for its employees who work the booth.
“We realized we wanted something more to be visible,” said Rita Hausken Barkhodaee, sales director for the publishing company based in Stavanger, Norway. The company designed the first roll of fabric in 1999 and has updated it yearly to reflect the latest oil and gas news. The outfits are custom tailored in Singapore.
Barkhodaee, who was wearing a V-neck sheath dress with jacket, said em-ployees can choose their own look. One of her male colleagues ordered a Scottish kilt – complete with a “proper purse and stockings” – in the newsprint design to wear at offshore energy conferences in Europe.
The outfits cause OTC convention-goers to stop and look, which is what the publishing company is hoping will happen. And when the employees roam around the convention floor, they never stop promoting their promotion ef-forts.
“You can always carry the brand with you,” said Barkhodaee.