Why LEAP needs a content plan, not just a stand
LEAP is one of the largest technology events in the world. The organisers cite more than 201,000 attendees, over 1,800 global tech brands, more than 1,000 speakers and around 1,900 investors across the show. The next edition, LEAP 2027, runs from 12 to 15 April 2027 at the Riyadh Exhibition and Convention Center in Malham, later in the year than the February slot of previous editions.
At that scale, a good stand is not enough. Most of the people you want to reach will never walk past it, and those who do will see hundreds of other brands the same day. The exhibitors who get the strongest return treat LEAP as a content production week: they arrive with a plan, capture everything that happens on the stand, publish quickly and use the material for months afterwards.
Eight to twelve weeks before the show
Start planning content at the same time as your stand design. The key decisions are:
- Your story. Pick one or two messages – a product launch, a partnership, a Saudi market entry – and build all content around them.
- Your shot list. List the moments you must capture: launches, demos, signings, VIP visits, speaker sessions and customer interviews.
- Your crew. Decide how many photographers and videographers you need per day and which days need a full team.
- Your languages. For Saudi audiences, plan Arabic and English versions of key videos and captions from the start.
- Your approvals. Agree who signs off posts during the show so content is not stuck waiting for head office.
Pre-show content: build awareness early
Use the weeks before LEAP to tell your audience where you will be and why they should visit. Effective pre-show content includes short teaser videos about what you will show, speaker announcements with session times, LinkedIn posts inviting partners and investors to book meetings, and a simple landing page or calendar link for appointments. For consumer-facing brands, Snapchat, TikTok and Instagram teasers in Arabic help reach the wider Saudi audience following the event online.
On-site coverage during the four days
This is where most exhibitors under-invest. A typical coverage plan for a mid-sized stand looks like this:
| Day | Focus | Typical output |
|---|---|---|
| Day 1 | Opening, launches, VIP visits | Stand photos, launch video, same-day posts |
| Day 2 | Demos and customer interviews | Short testimonial clips, product reels |
| Day 3 | Speaker sessions and meetings | Session highlights, partnership photos |
| Day 4 | Wrap-up and team moments | Highlight film, thank-you post |
Ask for a mix of formats: professional photos for press releases and LinkedIn, vertical clips for Instagram, TikTok and Snapchat, and horizontal footage for a longer highlight film. A dedicated editor on site, or a fast remote edit, means you can publish within hours rather than days, while people at the show are still searching for the event online.
Our event photography and videography service in Riyadh is built around this kind of fast turnaround. A2Z Digital has no office in Saudi Arabia, so for LEAP we confirm crew availability for your dates in advance and plan the brief remotely with your team.
What to film on a LEAP stand
- Product demos filmed close up, with a presenter explaining the value in one sentence.
- Customer and partner interviews of 30 to 60 seconds, ideally one in Arabic and one in English.
- Leadership soundbites on your Saudi strategy and Vision 2030 alignment.
- Signings and announcements with clear photos of both parties and the brand wall.
- Crowd and atmosphere shots showing a busy stand – useful social proof for months.
- Behind-the-scenes moments of your team, which perform well on Instagram and TikTok.
Publishing during the show
Speed matters at LEAP because the event dominates tech conversation in the region for a few days. Aim for at least one or two posts per day on LinkedIn and your main consumer channel, using the official event hashtags and tagging partners and speakers. Stories and short reels can go out several times a day. Keep a simple approval process so your team on the stand can sign off content quickly. If you do not have the capacity in-house, our social media team for Riyadh can run publishing and community management remotely during the show.
After LEAP: turn content into leads and sales
The footage you capture at LEAP should work for the rest of the year. Plan these post-show assets before the event:
- A two-to-three-minute highlight film for your website, YouTube and sales presentations.
- Short testimonial and demo clips for paid social and email follow-up.
- A photo library tagged by product, partner and speaker for press and future campaigns.
- Follow-up messages to everyone you met, with a relevant clip or photo attached.
Our video production team can edit the long-form film and a set of cut-downs in Arabic and English, so your sales team has fresh material while LEAP conversations are still warm.
Common mistakes LEAP exhibitors make
- Booking a photographer for one day only and missing launches or VIP visits on other days.
- Capturing only horizontal footage, leaving nothing ready for vertical social platforms.
- Waiting until after the show to edit, when the online conversation has moved on.
- Producing English-only content for a Saudi audience that expects Arabic.
- Not briefing the crew on which people, products and moments matter most.
For dates and details of LEAP and other major Saudi exhibitions, see our Saudi Arabia events calendar.
Next step
Exhibiting at LEAP 2027? Send us your stand details and dates on WhatsApp at +971 55 570 4233 or email info@a2zdigital.ae. We will confirm crew availability and share a tailored coverage plan, or start with a free growth audit of your current event content.