How to stand out at Offshore Europe (spoiler: it’s not just about your stand)
By Jamee Kirkpatrick, Senior Account Director
September is fast approaching. Your stand is designed and ordered, the giveaways are on their way, and hotel rooms in Aberdeen are filling up fast. Offshore Europe is just around the corner – and the race is on.
But if your comms plan stops at the edge of your exhibition space, we need to talk.
Shift from logistics to visibility mode
With just a few weeks to go, now’s the time to shift gears – from logistics mode to visibility mode. Your physical presence might be locked in, but your media and digital strategy still has time to make an impact. If that side of things is still in flux, don’t worry – we’ve got you.
Because despite what some might think, your marketing and communications activity can be the difference between being just another name on the floorplan and being remembered.
1. Media coverage doesn’t happen by accident
Yes, journalists will be at the show. No, they won’t just appear at your stand with a pen in hand.
If you’re aiming for coverage that shifts the needle – the kind that builds credibility, reaches decision-makers, and lives beyond the show floor – you need a plan. That means:
- Having a sharp, story-worthy narrative that aligns with this year’s big themes: energy transition, supply chain resilience or skills, for example
- Putting forward spokespeople with something meaningful to say – not just something to sell. Which senior stakeholders are you bringing who can offer perspective, not just a pitch?
- Lining up interviews now – before diaries fill up faster than the queue at Costa in P&J Live or the Hilton restaurant
We’ve helped some of the biggest names in oil and gas land coverage that matters – and the secret is nearly always the same: be useful, be clear and be prepared.
2. Go multi-channel or go unnoticed
Your stand is one touchpoint. Your LinkedIn, your email marketing, your event agenda, your post-show wrap-up? That’s the rest of the iceberg.
Think about:
- Teasing your presence on social now – not the night before
- Briefing your team with clear, consistent talking points (you never know who’s walking the floor) and make sure this mirrors your messaging online
- Booking meetings in advance (don’t rely on ‘swing by the stand if you’re around’)
- Plan your follow-up strategy to stay front of mind after the event
This is where an integrated approach shines. When you weave together a combination of earned, owned, paid and borrowed channels, you’re not just seen – you’re remembered.
3. Don’t forget your digital audience
You might be Aberdeen-bound, but your audience might be global. Make sure they’re part of the experience too:
- Share short video snippets from the floor
- Publish quick, insightful blog posts on what you’re hearing and seeing
- Post live LinkedIn updates with real depth – not just a photo and “great to be here!”
The offshore energy industry may come together in person next month, but your digital footprint is just as important.
If you’re ready to elevate your Offshore Europe presence (or just want to trade your stress ball for a coffee), get in touch!
About the author
Jamee is based in Aberdeen and a senior account director in our energy team. She supports her clients with integrated strategies that blend media relations, digital marketing and content development. She helps companies of all sizes achieve coverage and growth at a global level – thanks to her strategic, integrated, multi-channel approach. Jamee has worked with a diverse portfolio of clients, from start-ups to global players, to elevate their voices and strategically position them within their desired marketplace.
Key takeaways
Why does media coverage need planning?
Journalists won’t appear by chance – a sharp narrative, credible spokespeople and prebooked interviews ensure your story gets heard.
What’s a successful multichannel approach?
Combine your stand and attendance with proactive LinkedIn teasers, emails, team talking points and meeting setups to maximise reach.
How do you involve a global audience?
Use floor videos, blog posts and real-time LinkedIn updates so your digital following stays in the loop.
