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Creative, different, original: Tendence Frankfurt branches out in new directions with the ‘50 reasons’ advertising campaign

Entertaining, informative and simply completely different – that’s the new brand campaign of the international Tendence consumer-goods fair. The heart of the B-to-B campaign for attracting trade visitors is a microsite that presents the trend and order platform for Living and Giving in an extremely novel way. We deliberately chose this approach with a significantly more appellative character than in our previous Tendence campaigns. To this end, we make use of the broad spectrum of direct-marketing, online-communication and mobile marketing tools to give trade visitors ideas for their own customer-loyalty measures before the fair has even begun”, explains Yvonne Clemens, Head of Marketing Communication / Advertising of the Ambiente and Tendence consumer-goods fair at Messe Frankfurt. Using fresh trend colours, the microsite at www.tendence- offers users 50 good reasons to visit Tendence. The 50 reasons take the form of short films, photographs, animated graphics and Web 2.0 features in different sized windows. They are supplemented by VIP quotes and testimonials that underscore the significance of Tendence for buyers. The online presentation provides a colourful and relaxed introduction to the international design and trend platform of the consumer-goods sector. However, the microsite is not only interactive but also extremely dynamic. The bilingual online presentation will be filled with content in five stages so that users will always be able to discover new reasons to visit Tendence. The ‘50 reasons’ microsite is at the heart of the international directmarketing campaign for Tendence. It is rounded off by an advertisement campaign covering more than 20 countries, a variety of promotional materials, which will be made available to exhibitors for their advertising and visitor acquisition activities at the beginning of June, and an intensive programme of social-media measures. The concept, copy and artwork of the digital tour of discovery are the work of Frankfurt-based advertising agency Wirz & Hafner. Technical implementation and support is the responsibility of blueend web:applications AG, Wiesbaden. Tendence, the international consumer-goods platform Tendence (24 to 28 August 2012) is the biggest and most important order and trend barometer in the second half of the year. The range of products to be seen covers all levels of quality and is relevant for all channels of distribution. For the retail trade, Tendence is the most important order platform for the Christmas business while bulk buyers can obtain an initial overview of new products for the coming spring and summer season, 2014. Source: Tendence Read more news related Tendence published at Infurma Visit the Tendence website Visit the “50 reasons“ microsite
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