AUMA – the Association of the German Trade Fair Industry – is launching a new, uniform, national and international campaign to highlight the quality features of exhibitions in Germany. There used to be different design guidelines for promoting exhibitions in Germany and for marketing German exhibitions internationally. Now they are being combined into a completely new presentation under the motto “Experience. Success.”. It includes a term/image brand with a stylised “M” in black, red and gold as a comprehensive address for exhibitions (“Messen”) made in Germany.
The goal of the new campaign is to convince companies of the benefits of appearing at exhibitions, especially those at the internationally leading location of Germany.
Three themes – WorldStage, FutureLab and NewBusiness – stand for the quality features of German exhibitions. They highlight exhibitions as places for companies to present their products and services, to show and see innovations, and to generate new business contacts.
The campaign is starting in mid-September with print and online activities in business magazines and on corresponding web platforms. The “auma.de/MesseErfolg” landing page provides additional information, including videos explaining why and how to participate in exhibitions. Starting in 2020 the focus will be on exhibitions as meeting spaces. The “Deutsche Messen #FutureLab” will go on tour. AUMA is providing an emotional dimension to the campaign by communicating directly with target groups throughout Germany and additionally via social media.
International visibility will start in October 2019 with brochures about German exhibitions as well as posters, ads and a video clip. AUMA will be making special use of the international network of German chambers of commerce abroad as well as diplomatic offices to address target groups worldwide.
In addition, the campaign is designed to enable AUMA’s members – exhibition organisers and trade associations – to adapt individual elements and integrate them into their own marketing activities. The campaign was conceived by the DUO marketing agency in cooperation with the CCL agency, both in Berlin.
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