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Target-specific creation enhances visitor identification.

A trade fair with three target groups: exhibitors, trade visitors, and end consumers. And all of them are to be addressed with a central campaign that follows the corporate design introduced in 2016, featuring a key visual.

The response from B+D: ‘Create! Discover! Connect!’ Three facets that photokina can serve for each target group with their individual needs. These three central messages are picked up in the cross-media campaign through specific target group motifs and textual resolution.

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Classic, Web-Relaunch, Social Media

Not only general sales collateral was designed for exhibitor acquisition, but also highly individualized measures. For the NAB in Las Vegas, a leading event in the field of moving images, a customized sales presentation was created. In addition, exhibitors at the event received folders with giveaway items in the form of poker chips, providing a playful touch, adhering to the motto: ‘What happens in Vegas, stays in Vegas. However, what happens at photokina in Cologne goes into the world and contributes to business development.’

Advertisements, animated banners, mailings, and social media measures with classic ads and video integrations target trade and end consumers, to name just a few of the numerous advertising materials. Out-of-home posters, digital megalights, and station screens are specially designed to excite end consumers for a visit to the trade fair, along with a radio spot played locally. Additionally, numerous other individual advertising materials are implemented.
In addition to the campaign, B+D and FSW also relaunched the entire website. For the existing content management system of koelnmesse, the communication specialists provide the appropriate concept, including all content with images and text materials.

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