Trade Fair Marketing Part 3 – ITB Berlin: 3 offers for your out-of-home advertising

Shine with out-of-home advertising at ITB Berlin

Out-of-home advertising and ITB Berlin complement each other perfectly because they offer companies an effective platform to increase brand awareness and reach. The high number of visitors to the trade fair, combined with the advantages of strategically placed advertising, creates an unbeatable synergy. Whether at arrival points such as airports and train stations, along central traffic routes or directly at the trade fair stations – outdoor advertising reaches the target group in a thematically appropriate way and ensures a strong presence through multiple visual contacts. For the travel and tourism industry in particular, this results in an effective marketing strategy that ideally combines traditional and digital channels.

Content:

• 3 offers for trade fair advertising at ITB
  • Cool Lite Bikes directly in front of the trade fair entrance
  • Digital airport advertising at BER
  • Giant posters in front of the trade fair
• Alternatives and conclusion

3 offers for trade fair advertising at ITB

There are many different options for generating attention with outdoor advertising, especially at trade fairs. Here we would like to present three very specific offers and, of course, explain why these three approaches are suitable for trade fair marketing at ITB.

Cool Lite Bikes directly in front of the trade fair entrance

How exactly do you reach trade visitors at a trade fair? Exactly, directly at the trade fair entrance. There you can reach 100% of your target group without any wastage. However, as there are few stationary advertising media available directly at the door, our offer 1 is to place mobile advertising media, such as the Cool Lite Bikes, directly in front of the trade fair entrance. These are bicycles that carry a frame trailer with a double-sided banner attached. The bikes with advertising banners then ride exactly where you want them to. You determine the route. Do you want the bikes to ride up and down in front of the entrance? Good idea! Movement attracts attention! The bikes should commute between the nearest train station and the entrance? Great! This will attract attention and lead customers directly to you.
Our suggestion for the ITB: 2 bikes in front of the south entrance, 2 bikes in front of the north entrance:

Digital airport advertising at BER

At an international trade fair such as ITB, placement at BER Airport is essential for comprehensive trade fair marketing. Why? The international exhibitors and trade visitors arrive here and can be addressed with advertising on digital screens at the baggage carousels and at the exit. The network of 42 digital City Light Posters, which are distributed over 3 floors at Terminal 1, and the Welcome Network of 9 landscape-format screens above the baggage carousels at Terminal 2 are particularly suitable for this purpose. With this package of both networks, you can reach all arrivals at BER and thus all international trade visitors who want to attend ITB. BER Airport is therefore an important touchpoint for trade fair marketing at ITB.

Our tip: Airport advertising for trade fairs should run at least 1-2 days before the start of the trade fair in order to reach those arriving early.

Giant poster in front of the trade fair

Go big and seize the attention! Directly opposite the north entrance to Messe Berlin is the IBIS Hotel, on whose façade advertisers can place 2 giant posters. With a total of 183.81 m² of advertising space, this package of 2 mega posters offers plenty of scope for creative presentation. Due to the sheer size and the position directly at the intersection to the main entrance of the trade fair, the attention of trade visitors is guaranteed. This is why the giant posters are very popular at trade fairs.

Alternatives for your trade fair marketing and conclusion

The three offers are very good examples of out-of-home advertising as part of trade fair marketing at ITB. In addition to the mobile bikes, giant posters at IBIS or the digital screens at BER airport, there are other alternatives for attracting attention outside the exhibition halls: These include media at the main train station, another arrival point for international trade visitors, poster advertising on the street or at train stations close to the trade fair, or attention-grabbing advertising on sightseeing buses that travel through Berlin city center as a themed advertising space.

Whichever form or placement of outdoor advertising you choose, it is important that trade visitors or your target group see you – and preferably several times! A combination of different media is therefore highly advisable in order to accompany trade visitors on their journey from the arrival point to the exhibition grounds.

This was part 3 of our mini-series on trade fair marketing.
Would you like more tips for successful trade fair marketing? Read part 1 here:

What is needed for successful trade fair marketing? 5 tips for your trade fair success

For a deeper dive into Out-of-Home as part of trade fair marketing, read part 2 of the series:

Part 2 – Effective Out-of-Home advertising as part of trade fair marketing at ITB Berlin:

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