GES launches Spiro In the Kingdom of Saudi Arabia

Brand experience agency Spiro to facilitate virtual, hybrid & traditional special events throughout the Middle East.

GES, a global provider of exhibition and live event management services, has expanded operations in the Middle East, opening an office in Riyadh, the nation’s capital city and central financial hub.

With the launch of Spiro, GES looks to broaden its capabilities in the region while addressing the NEW NOW, or the changing face of the events industry since the unprecedented disruptions caused by the pandemic. In the NEW NOW, events unite audiences, not only in specific locations but across digital channels and other mediums, allowing businesses to connect with “attendees” regardless of how the audience member “attends”—and enables them to strengthen that connection long after the event is over.

“The launch of Spiro in KSA comes at a very opportune time for our industry and clients,” said Spiro’s Global President, Jeff Stelmach. “While the past two years have reinforced the critical value of events and experiences in connecting people, the very concept of what it means to be somewhere has changed. THERENESS is no longer about showing up to a specific location—it’s about engaging audiences and communities in an effective manner through multiple mediums at once.”

Rather than focus its energies exclusively on in-person, in-real-life (IRL) events, virtual (URL) experiences, or hybrid offerings, Spiro looks past channels to focus on how, where, when, and why clients’ customers are connecting, creating experiences across time zones, spaces, mediums and more. Spiro calls this approach All Real Life (ARL).

“In line with the Kingdom’s Vision 2030 and the NEW NOW, it is prime time for us to formalize our footprint in the region,” said Spiro’s VP of client relations, Jo Webber. “With a fully operational trade license and years of global experience working with key Saudi entities such as the Ministries, Aramco, SABIC, SAEI, and AEC, Spiro is here to strengthen the marketing abilities of the region’s biggest names and brands.”

While Spiro expands GES’ capabilities for in-person as well as virtual, hybrid and integrated experiences, GES will continue to provide its full spectrum of traditional exhibitions, trade shows and special event management services, too.