Makeover for travel trade show 06.08.2009
The campaign for ITB Berlin has been given an “unconventional” makeover, according to show organisers Messe Berlin.
Using the slogan “Absolutely inspiring”, the campaign aims to present images with an exciting visual impact to its target group.
ITB Berlin senior manager David Ruetz said the intention was to communicate in “an unexpected way” while delivering a
clear and plausible message. “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, according to its organisers — basic enthusiasm
for the subject of travel and the need for information and for staying informed. The trade show is also looking to strengthen
its position among exhibitors and trade visitors as a tourism industry think tank and a platform for presenting the latest trends and up-to-date expertise for the travel industry.
Furthermore, the organisers hope the campaign will establish ITB Berlin as a multicultural event that encourages visitors to “discover and experience the whole world”. Initially the new campaign is being deployed in the B2B sector and in addition to advertisements, posters, trade fair displays and various flyers, a publicity brochure will be featured this year. ITB Berlin 2010 will take place from Wednesday to Sunday, March 10 to 14.