Expo Real

With 40 trade fairs for industrial goods, consumer goods and new technologies, Messe München International (MMI) is one of world’s leading exhibition corporations. More than 30,000 exhibitors and two million visitors from around 180 countries take part in the events in Munich every year. In addition to this MMI organises trade fairs in Asia, the Near East and South America. With four subsidiaries abroad and 75 foreign branches MMI has a global network at its disposal.

How do you create a new trade fair product which tempts the pacemakers of the international commercial real estate industry to come to Munich once a year? This was the challenge Messe Mýnchen GmbH charged us with. The task in detail: to develop the complete trade fair concept, from the selection of target groups to the corporate design and the integrated dialog marketing concept.

The concept, the name, the brand profile and communication have made Expo Real the most successful trade fair in 2002. The growth in the numbers of visitors and exhibitors prove this success: from 2,500 visitors in the year 1998 to more than 14,500 visitors in the year 2002.

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