Embed to unveil a new brand & marketing strategy at IAAPA Expo 2019

Embed, a leading worldwide supplier of point-of-sale and revenue management systems, has announced that it will unveil a new brand strategy at IAAPA Expo in Orlando this November.

Embed is pleased to announce a new brand strategy, which will set the tone and spirit of the company’s marketing communications. It will be fully unveiled at IAAPA Expo, which takes place in Orlando from the 18th – 22nd November. The new strategy is designed to unify how Embed conducts itself and positions itself within the industry, and the products and services it delivers to the industry and its customers.

“The new marketing strategy is anchored by the superior guest experience enabled by our business solution, so it impacts everything: it serves as the beacon of light that drives every single business and operating decision, as it is tightly woven into the very fabric of who we are and what we offer,” says Sara Paz, Embed’s Chief Marketing Officer. “This exercise is about the creative expression of the very core of who Embed is, what drives Embed, what we believe in, our value system.”

Brand renewal

Work on the brand renewal began in early 2019 with the appointment of Paz, who joined Helix Leisure from hyper-competitive high-tech industries and top-10 brands. “I joined Helix Leisure because it is an extraordinary company with talented and passionate people, who’ve been in the industry (the Business of Fun) for years, working for the greater good: delivering business technology solutions that not only empower business owners (Operators) to take their business to a new level, but enhance and elevate the overall guest experience.

“It is clear that the industry is on the cusp of tremendous transformation driven by the combination of technology and creativity, and I want to be part of it, Transforming the Business of Fun,” says Paz.

A new chapter

The brand renewal exercise included an overhaul of all internal and external touchpoints, such as the Embed and Booking Boss brand logos. The project also improved the designs of all the company’s marketing assets, messaging, website, marketing channels and media. In addition, there was an organisational restructure.

Delegates at IAAPA Expo in November will be able to enjoy Embed’s updated look, as well as finding out more about the company’s innovative game cards, wearables and RF media.

Embed at IAAPA Expo

At the expo, Embed will be located in a newly-designed double-story booth. Here, the team of Embed Champions will lead one-on-one demos, and visitors can experience a good view of the show while taking part in daily happy hour gatherings at Embed’s “CHEERS!” bar from 1 – 5 pm. The company is also hosting an exclusive night race party at Andretti’s Indoor Karting and Games, a long time Embed customer and partner.

“By focusing on offering business solutions that enable every touchpoint of the consumer journey, it drives immediacy to the immersive experience, which is everything to the guest. Our business solutions enable operators to meet the needs and expectations of their guests, while getting crystal clear visibility of every aspect of their business and how it’s performing, so they can modify and tweak their offering (various bundles and price-points by hour, day, and week) to maximise consumer spend while optimising operational efficiency. When our customers thrive, we thrive,” says Renee Welsh, CEO, Embed.

Embed also recently announced that it has partnered with Zeal Entertainment Center in Dalma Mall, Abu Dhabi. Zeal covers 35,000 square feet and includes racing and roller coaster simulator rides, arcade games, a pool table zone, a separate area for PC gaming, sports, virtual reality (VR), and music.