They already had the stand. They wanted the city too.
ProColombia was exhibiting at ITB Berlin, but a stand only reaches the people who walk past it. So together with Havas, we took Colombia, The Country of Beauty onto the streets: a fully branded bus running Berlin for the three days of the fair.
The route worked twice. Around Messe Berlin, where ITB draws some 40,000 trade visitors a day, and then across the city. Between 480,000 and 760,000 estimated visual impacts in three days.
A stand brings buyers to your brand. A city-wide activation brings your brand to everyone else. They work best together.
We wrote about what actually cuts through at tourism trade fairs, read it here → ProColombia Bus Berlin Activation Blog
Exhibiting abroad? The hall is one venue. The city is another. Tell us where you’re showing.
