AUMA – the association of the German trade fair industry – has launched a new national and international campaign to highlight its features of exhibitions in Germany.
“Experience. Success” is the new design guideline used for promoting exhibitions in Germany and for marketing German exhibitions. It includes a term and 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 possible benefits of appearing at exhibitions.
Three themes – WorldStage, FutureLab and NewBusiness – stand for the 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 launched in mid-September with print and online activities in business magazines and on corresponding web platforms. The “auma.de/MesseErfolg” landing page provides 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 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.