In less than three years Amsterdam RAI’s new Elicium building has gone from a smart design concept to the new calling card of this leading exhibition and conference centre. In advance of the officially opening of this innovative building at the end of September, Amsterdam RAI has introduced Elise, the new public face of the RAI Elicium.

In addition to the communication campaign targeted at business clients, the completion of the RAI Elicium also serves as a key moment to focus attention on the new elan of Amsterdam RAI. The new campaign is developed in partnership with marketing bureau Lemon Scented Tea and already underway via direct marketing, print collateral and banners. After the summer the campaign will be extended beyond the business community as the wider general public is introduced to RAI Elicium and the new character of Amsterdam RAI, Elise.

Elise epitomises the modern, innovative and exclusive nature of the RAI Elicium, while at the same time enhancing the ‘likeability’ of the RAI as a whole. Elise will play the main role in the campaign in the lead up to the opening of the RAI Elicium in September. She will inspire visitors and other relations of Amsterdam RAI and bring the RAI’s ‘inspiring people’ brand promise to life in a playful, intelligent and surprising way.

The RAI Elicium is the new eco-friendly exhibition, congress and party location of Amsterdam RAI. With the largest ballroom in the Netherlands, four congress halls and twenty dedicated meeting rooms, all located within a sophisticated environment, the RAI Elicium will set a new trend for 21st-century trade fair and conference centres.