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: “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 emphasises 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.