Made in Nigeria, shown at the Barbican
An export exhibition franchise that ran for eight years from the Barbican to Wembley Arena to the Sandton Convention Centre.
On site
Campaign photography recovered from the company profile archive.
- Continuous franchise, 1999 to 2006
- 8 yrs
- Host venues across two continents
- 3
- Federal agencies partnered
- 2
The challenge
Nigerian manufacturers had product to export and no forum in which international buyers could see it. Trade promotion at the time meant delegations and paperwork, not a room where someone could pick a product up.
What we did
MINEX, Made in Nigeria Exhibitions, was built as a recurring exhibition franchise rather than a one-off event, in partnership with the Nigerian Export Promotion Council and the Nigerian Investment Promotion Commission. It opened at the Barbican Centre in London in 1999, moved to Wembley Arena in 2000, and ran at the Sandton Convention Centre in Johannesburg from 2004 to 2006 as the focus shifted to intra-African trade.
The outcome
The franchise ran for eight years across three venues on two continents, and drew formal endorsement from both the Presidency and the NEPAD Secretariat.
“Your laudable effort at contributing to the growth and development of our nation is one which I have no hesitation in endorsing.”