The campaign for ITB Berlin has been given a makeover in a development that chooses an unconventional approach to trade fair promotion. Using the slogan “Absolutely inspiring,” it presents images with an exciting visual impact that is both aesthetically pleasing and combined with a highly-focused and emotive approach to its target group. The “inspiring” image is fresh and new, demonstrating that the global scope of ITB Berlin is one that people find fascinating and which expands the horizons of everyone who attends.
David Ruetz, senior manager, ITB Berlin, said: “With our new campaign, we have chosen an unexpected way of communicating a clear, plausible, and easily-understandable message, ensuring that all the target groups can share equally in the ITB Berlin experience.” He also emphasised the distinct and long-term qualities of this campaign. “Unlike many other trade shows, with ‘one size fits all’ campaigns based purely on announcements, we have deliberately set out to concentrate on establishing the ITB Berlin brand with a medium- and long-term impact intended to heighten the profile of this event.”
The campaign addresses the two main reasons for attending ITB Berlin, which are applicable to all target groups: one is a basic enthusiasm for the subject of travel and the other is the need for information and for staying better informed. As a result, the world’s leading travel trade show strengthens its position among exhibitors and trade visitors as a tourism industry think tank and a platform for presenting the latest trends and the most up-to-date expertise for the travel industry. This new campaign also establishes ITB Berlin in the eyes of the general public as a multicultural event that encourages its visitors to discover and experience the whole world.
Initially, the new campaign is being deployed in the B2B sector. In addition to advertisements, posters, and trade fair displays, various flyers and a publicity brochure will be featured this year. The B2C campaign will take the form of advertisements, as well as outdoor and special advertising displays in the run-up to ITB Berlin 2010.
The campaign has been created by the Berlin-based Heymann Brandt de Gelmini agency, which has already been commissioned to promote two other Messe Berlin events – IFA and the International Green Week.
About ITB Berlin and the ITB Berlin Convention
The ITB Berlin 2010 will take place from Wednesday to Sunday, March 10-14. ITB Berlin will be open to trade visitors only from Wednesday to Friday. Parallel with the trade show, the ITB Berlin Convention will be held from Wednesday to Saturday, March 10-13, 2010. This is the world’s largest specialist convention for the industry. Full details of the program can be found at www.itb-kongress.com. ITB Berlin is the world’s leading travel trade show. In 2009, a total of 11,098 companies from 187 countries exhibited their products and services to 178,971 visitors, who included 110,857 trade visitors.
Contact data for inquiries about pictorial material from the new promotional campaign:
HEYMANN BRANDT DE GELMINI Werbeagentur AG
Tel: +4930 214 878 13
Email: [email protected]
ITB Berlin and ITB Asia now on Twitter
Web 2.0 services, including blogs, social networks, and Twitter, are also gaining importance in everyday business activities, a development that has been immediately recognized by ITB Berlin and ITB Asia. Both of these events are making use of the micro-blogging service, Twitter, as a means of entering into a dialogue with journalists and exhibitors, as well as the trade, and of supplying them with the latest information. The world’s leading travel trade show is twittering at http://twitter.com/ITB_Berlin, while the world’s largest travel trade show for the Asia-Pacific region is covered by http://twitter.com/itbasia.