New home page: www.itb.travel provides quick access to ITB Berlin, ITB Asia, ITB China and the ITB Berlin Convention – New image campaign: ITB sets the standard in trade fair communications.
The ITB website’s new splash page (www.itb.travel) now displays the entire range of events of the World’s Leading Travel Trade Show. A single click gives users immediate access to ITB Berlin, ITB Asia and ITB China as well as the ITB Berlin Convention, the world’s leading travel industry think tank. The new design promotes all four events at a glance at www.itb.travel . The introductory page sets the tone for the entire global ITB network. The new menu bar also makes it much easier to navigate the individual brands on the four websites of ITB Berlin, ITB Asia, ITB China and the ITB Berlin Convention. The home pages under itb-berlin.de/.com and itb-kongress.de/itb-convention.com have also received a pioneering makeover.
“ITB has long established itself as an international brand. With its leading trade shows in Berlin, Shanghai and Singapore it participates in the fastest-growing markets and is a trendsetter in the tourism world. Thus it was only logical for us to give our online presentation an international dimension. Our customers, exhibitors, visitors and the media can find out about the latest news anywhere in the world 365 days a year”, said David Ruetz, head of ITB Berlin.
A strong brand that reaches around the travel world
Parallel with its globally oriented website ITB has launched a new image campaign which aims to consolidate the brand’s leading role in the travel industry and develop the brand image in other markets too. The campaign’s creation and strategy are the work of the branding agency “kleiner und bold” from Berlin. They have accompanied ITB since 2012 and their creative team secured the contract again with a convincing pitch.
With its new campaign ITB sets the standard in trade fair communications. Instead of advertising itself in a different way every year it now communicates a timeless and consistent brand image that transcends borders. This is a far-reaching decision, as ITB presents itself not only as an event, but as an international umbrella brand as well.
In an age of global communications, which is dominated by the internet, mobile devices and video conferences, trade fairs are constantly being put to the test. In reality they have grown in importance. In the case of ITB this also means re-orientation on a global scale and combining the individual profiles of three trade shows from Germany, Singapore and China under the umbrella of an international hub. The continuing development of ITB Berlin as a brand which has grown and established itself over the last 50 years represented a challenge for adapting to an uniform brand architecture.
“Our main communications goal used to be a fully booked show. Nowadays, we see it as leading the way globally in terms of the market and opinions, 365 days a year”, said Ruetz. “It is the logical consequence of positioning ourselves as ‘leading in content, contacts, responsibility and service’.”
The campaign sets a meaningful tone by graphically showing the latest trends. In creative terms, the tried and tested design of recent years with pictographic icons has evolved and now includes backdrops with images of destinations. The motifs target both travel professionals and the general public. Tammo F. Bruns, managing director of “kleiner und bold”: “Pictograms represent a universal language which everyone around the world understands, a global signage system for a leading international trade show. In particular, they provide maximum flexibility and make it possible to communicate the wide range of topics, products and services offered by ITB.”