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

16. Jan 2025 | News

Vor der Messe Berlin steht ein City Light Board auf einem Standfuß. Die Plakatwerbung ist beleuchtet und zeigt Tourismuswerbung von Paraguay zur ITB Messe. Auf dem Messedamm fahren Autos und auf dem Fußgängerweg laufen Menschen.  

Why companies benefit

Out-of-Home advertising is one of the most effective marketing strategies and becomes even more important in the context of ITB Berlin, the world’s leading tourism trade show. This article looks at how companies can benefit from outdoor advertising as part of their ITB trade fair marketing.

Content:

The strengths of out-of-home advertising

Out-of-home advertising (OOH) convinces with its impressive efficiency and high return on investment (ROI). According to the “OOH ROI 2020” study by the German Outdoor Advertising Association (Fachverband Außenwerbung e.V.), every euro invested generates an average turnover of 4 euros – a figure that surpasses many other forms of advertising.

Other advantages of out-of-home advertising include

  • Long-term impact: campaigns can continue to have an impact for weeks after they have been placed.
  • Positive online effects: Outdoor advertising has been proven to increase internet search volumes.
  • Cross-media reinforcement: It increases the effectiveness of campaigns that combine different channels.
  • Multifaceted impact: It supports brand awareness and trust along the entire marketing funnel.

Am Flughafen Hamburg hängt eine digitale Video-Wall an der Wand vor der direkt die Treppen und Rolltreppen Richtung Ausgang hinunterführen. Ein Mann läuft direkt auf die Flughafenwerbung zu, um die Treppe zu nehmen.  

ITB Berlin: A central meeting place for the travel industry

ITB Berlin is considered the most important trade fair for the international travel and tourism industry. From March 4 to 6, 2025, it will once again open its doors and bring together companies, trade visitors and innovations from all over the world. With almost 100,000 participants and over 5,500 exhibitors from 170 countries in 2024, ITB Berlin offers an incomparable platform for networking, knowledge exchange and business cooperation.

Why outdoor advertising fits in with ITB Berlin

Outdoor advertising and ITB Berlin are an ideal combination to effectively increase brand awareness and reach for companies. There are several reasons for this:

  • High reach: With around 100,000 trade visitors, the trade fair offers an ideal target group for outdoor advertising.
  • Multiple visual contacts: Strategically placed outdoor advertising in Berlin, at the arrival points of visitors (airport and central station), as well as directly in front of the trade fair enables repeated visibility during the entire duration of the trade fair and thus strengthens brand awareness.
  • Positive acceptance: Studies show that consumers often find outdoor advertising more pleasant and less disruptive than other advertising formats. Out-of-home advertising blends unobtrusively into the urban streetscape.
  • Synergies with digital channels: Outdoor advertising can promote online search queries and thus improve a company’s digital presence. The integration of QR codes and landing pages on billboards are particularly popular.
  • Target group relevance: As a trade fair, ITB Berlin offers an ideal environment to place tourism and travel-related advertising messages in a targeted manner.

An der Wand in einer Mall hängt ein digitales City Light Poster, welches ein touristisches Motiv von Jordanien zeigt. Im rechten Teil des Bildes sieht man im Hintergrund ein Geschäft und Menschen.  

OOH advertising as the key to successful trade fair marketing

OOH advertising is an essential component of successful trade fair marketing. It enables companies to stand out clearly from the competition and attract the attention of potential customers in a targeted manner. Especially during a major event such as ITB Berlin, strategically placed out-of-home advertising creates concise points of contact. Whether directly on arrival at BER Airport, at Berlin Central Station, on the way to the trade fair, directly in front of it, at the trade fair stations or at central locations in the city – these advertising measures appeal directly to trade fair visitors thanks to their thematic relevance and ensure maximum visibility.

Am U-Bahnhof Kaiserdamm in Berlin zeigt eine große Plakatwand rechts die Außenwerbung von Den Haag. Mit dem touristischen Motiv empfangen sie die Besucher der ITB Messe, die links am Plakat vorbei in Richtung Bahnhofsausgang laufen. Die Bilder müssen nicht immer mittig über die ganze Seite gehen, sie können auch etwas kleiner und in den Fließtext einbaut sein.

Conclusion: A strong combination for companies

The combination of out-of-home advertising with ITB Berlin offers companies enormous potential for successful trade fair marketing. The high number of visitors to the trade fair and the many advantages of outdoor advertising create a marketing strategy that not only attracts attention but also delivers measurable results – especially for companies in the travel and tourism industry.

This was part 2 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

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