A New Era for Aviation: Bringing the Avelia Brand to Life


OfficeMCI The Netherlands

LocationDoha, Qatar

Aviation connects people, provides global access to goods and services, and is fundamental to the world economy; however, it is also currently a source of around the world's 3% of global carbon dioxide (CO₂) emissions. 

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To continue to benefit from flight, this means needing to find ways to continue to fly but emit less. Shell believes that the aviation industry can and needs to achieve net-zero emissions by 2050. 

This year, we’ve collaborated with Shell Aviation for a series of global events to continue to build brand awareness, engage their customers and ecosystem partners to work towards a sustainable aviation. This collaboration has taken the MCI team to Singapore, Munich, and most recently, Doha, Qatar.  

The media event in Doha was designed for the official launch of Avelia – a blockchain-powered solution for the business travel sector to help scale up the supply and use of sustainable aviation fuel. Press partners, airlines, potential partners, and executives were invited to the one-day event to learn more about this new solution and how they can get involved. 

How did we do it? 

The best approach was to think outside the box – or rather, inside a booth. In the weeks prior, our team designed the content for the booth, including a new logo and tagline to match the brand guidelines and personality. The Avelia booth had two purposes: to establish and reinforce Shell Aviation's brand as forward-thinking and to show how exactly Avelia would help drive further innovation in aviation. 

We called on the help of our partners to bring the concept to life, ensuring that the booth was inviting and spacious. In the meantime, our designers took on preparing the slide decks for the presentation, the backdrop for the stage, as well as brochures, signages, and thank you cards.  On the marketing side, our team created assets for social media, emails and press releases to further raise awareness and interest.  

The Results  

Attendees had the opportunity to hear first-hand from the executives of Shell, World Economic Forum, and Global Business Travel Association. The programme also included a panel discussion featuring the president of Shell Aviation and leaders from Amex GBT, Accenture, and Cathay Pacific. After the event, attendees engaged in further conversations and were able to check out a live demo of the Avelia platform. The media event in Doha was one of many, and Shell Aviation is continuing its collaboration with us for future events – including one in the heart of Amsterdam.   

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