Press release Poznań International Fair The first EURO-REKLAMA OUTDOOR EXPO confirms business upturn The first edition of Euro-Reklama OUTDOOR EXPO, the largest trade show of advertising, large format printing, visual communication and outdoor advertising is over. VISIBLY THE BEST was the lead theme of the event held on the grounds of the Poznań International Fair that attracted 149 companies from 7 countries. Their stands were visited by over 14,000 professional attendees. Prestigious awards were presented, there were many interesting conferences and meetings to exchange information and integrate the sector.The conclusion is obvious – the out-of-home media market will be developing robustly and the first specialist trade show for this sector was immensely successful. Euro-Reklama OUTDOOR EXPO 2007 in figures: • 149 exhibitors from 7 countries • total exposition area: 9,000 sq. m (gross) • over 14,000 visitors • 216 accredited journalists from all over Poland and abroad Euro-Reklama (27-30 March 2007) was held for the sixteenth time. But it was held as OUTDOOR EXPO for the first time ever. The organisers’ decision to divide the International Trade Fair of Advertising Goods and Services into two editions (OUTDOOR EXPO and GIFT EXPO) was good. The spring edition attracted 149 companies, i.e. 100% more than expected by the organisers. It means that such a specialist show for the out-of-home media market is much needed and that there is much potential for development. This year’s exposition was varied and abounded in interesting offers. Almost 150 exhibitors from Belarus, China, Germany, Great Britain, Lithuania, Poland and Slovakia presented machinery and devices for manufacturing of advertisements, large format plotters, special paper, fabrics and all things associated with visual communication: outdoor advertising carriers, illuminated advertisements, signs, transit advertisements, POS displays, exhibition systems, advertising photography, advertising and exhibition services, specialist magazines and portals. The leading LFP (Large Format Printing) suppliers, such as HP, Xerox, Konika, Minolta and Oce were much visible at Euro-Reklama and the simultaneously held Poligrafia show. The group of market leaders also included Reprograf, Signtech, Jet Media, Masterprint XL, Spandex, Endutex, Polkos and Alma Trend. Euro-Reklama exhibitors were very pleased – their stands were visited by 14,000 professional visitors who signed many contracts in Poznań or prepared purchases of exhibited machinery and other products in the fear future. OURTDOOR EXPO turned out to be an excellent business platform for matching producers and distributors with their clients and contractors. It also contributed to the integration of the sector. Interesting discussions about urban marketing At no other advertising show in Poland was the programme of events so interesting and rich. It included a few large conferences, special events and vehicle advertising shows. The CITY-COMMUNICATION-ADVERTISING Conference devoted to the promotion of cities and regions in cooperation with outdoor advertising companies was the leading trade fair event. It presented various proposals for cities prepared by outdoor companies, advertising agencies and PR companies. All these offers could be directly compared. AMS, Clear Channel Poland, Cityboard Media, Business Consulting, PLEON, Profile, ESKADRA MarketPlace and foreign companies met for the first time in one place and at one time to present their cooperation offers to local governments and to share a large portion of the marketing know-how. “We are fighting the marketing war of locations”, said Grzegorz Kiszluk, the main architect of Brief for Poland. Mateusz Zmyślony from ESKADRA MarketPlace made a similar point. He presented new trends of place marketing and showed examples of a comprehensive promotion strategy for large cities (Warsaw, Poznań) and smaller towns, such as Czaplinek or Lubliniec. Other presentations held at the conference focused not only on large cities, such as Wrocław or Warsaw, but also on smaller towns, such as Legnica, Hrubieszów and Niepołomice, in line with a statement that smaller towns can also be proud of their image. The turnout at the conference exceeded all expectations of the organisers – 150 representatives of local governments were expected. In reality, over 260 of them came to the conference from the most remote corners of Poland. Many participants were heads of promotion departments of large Polish cities and architects. This is a visible sign for the out- of-home media market that local governments are eager to find out more about top quality marketing. The CITY-COMMUNICATION-ADVERTISING Conference was organised by the Poznań International Fair in cooperation with its scientific partners: the Outdoor Advertising Chamber of Commerce, the Association of Polish Cities, “Brief”, “Brief for Poland” and “Press”. The media partners included Gazeta Wyborcza Poznań, ”Visual Communication” Magazine and Proto.pl. Professional discussions about digital and screen printing The Polish Association of Screen and Digital Printing organised open workshops THE ZONE OF ADVICE in cooperation with the Poznań International Fair. The workshops presented the latest developments in the screen and digital printing technologies to experts from the advertising and printing sectors. They also presented specialist devices, software solutions and case studies of screen and digital printing companies. Outdoor advertising in practice The latest practical knowledge about creation and planning in outdoor advertising was offered to participants of the conference entitled “Outdoor advertising – visible, surprising, effective” organised by Marketing w Praktyce. Speakers from AMS, Zero,2 Inżynieria Marki and Laboratorium Komunikacji i Reklamy focused on the identification of targets for outdoor advertising and on outdoor advertising of the future. Large format – large topic Świat Druku Publishing House has organised a few interesting trade fair events. Large Format Advertising workshops and presentations were devoted to large format quality, efficiency, new materials and solutions, as well as to the design and planning of outdoor campaigns. The discussion pertained to how to make “large format” denote not only dimensions but also top quality solutions. How to save time without compromising quality. The workshops were accompanied by live shows – modern plotters were in operation while experts provided answers to difficult questions. VEHICLE ADVERTISING SHOWS The wrapping of vehicles with self-adhesive films was presented at a few stands on four trade fair days. The shows were organised at the stands of Polski Drukarz Publishing House and Visual Communication Magazine. TUPLEX and HESPERUS, co-organisers of shows at the VC stand, conclude: It involves not only inscriptions and photos – it is art in the form of full-colour advertisements that create a dynamic advertising message. The shows were very popular among advertising agencies and companies that specialise in large format advertising. Many questions were asked about films and their application. Hesperus and Tuplex employees offered advice and assistance when choosing the right material for a given surface. They also shared their tricks of the trade as regards wrapping difficult surfaces, such as moulds. The shows proved that a vehicle is not just a means of transport, but also an excellent solution for a cheap advertising space without any rental fees. Moving billboards in the form business vehicles disseminate advertising messages and make excellent advertising carriers. Prestigious competitions, awards and distinctions PIF Gold Medals On 28 March 2007, during the industry evening for exhibitors at the Euro-Reklama OUTDOOR EXPO International Trade Fair of Advertising Goods and Services, prestigious awards were granted to participating exhibitors and producers. PIF Gold Medals, awarded in recognition of the highest product quality, were granted to the companies listed below: • ATRIUM Centrum Ploterowe Sp. z o.o. from Opole for the wave print technology with intelligent interweaving, MUTOH EUROPE N.V., Belgium (Pavilion 3A, Stand 17) • InfoTEC Paweł Terlikowski from Poznań for the CNC InfoTEC 3020 FS milling machine (Pavilion 3, Stand 28) • Extend Vision Sp. z o.o. from Krakow for its FAST WALL "mobile wall" system (Pavilion 3, Stand 61). The PIF Gold Medal is the highest trade fair award for a product exhibited at the show. It helps in market competition, symbolises the product’s advantages, top quality, technological advancement and innovative character. It is presented following a thorough evaluation of products entered into the competition by the Expert Team and the Competition Jury including renowned specialists from relevant sectors. The companies that have gained the right to place the sign on their products confirm its marketing significance. They have recorded a 10-30% growth in sales, increased trust in the product and the company both in Poland and on foreign markets. ACANTHUS AUREUS In addition, awards were granted to exhibitors, stand designers and stand constructors enrolled in the PIF Acanthus Aureus contest organised by Poznań International Fair since 2003. Acanthus Aureus statuettes were awarded to those stands which represented the finest design and were best suited to realise the company’s marketing strategy during the trade fair, i.e.: • Przedsiębiorstwo Handlowo Produkcyjne LAMBDA Sp. z o.o., Poznań Designers: Przemysław Wróbel and Aleksander Skibiński Stand constructor: Biuro Wystaw i Reklamy „ ALLPO” s.c. Poznań Pavilion 3A, Stand 38 • 3M Poland Sp. z o.o., Nadarzyn Designer: Danuta Słomczyńska Stand constructor: Pracownia Projektowo–Dekoratorska Danuta Słomczyńska, Poznań Pavilion 3, Stand 95 • EUROPEAN MEDIA GROUP Sp. z o.o., Poznań Own design and construction in cooperation with sub-exhibitors Pavilion 3, Stand 48 Display SuperstarPOLAND 2007 28 March, the second day of the Euro-Reklama OUTDOOR EXPO trade fair, saw the Award- giving Ceremony in the SuperstarPOLAND 2007 contest. For the second time in Poznań, the best POS displays were evaluated by a group of industry experts, selecting winners in several categories. The jury granted awards for the best advertising displays in 2006 in the following categories: permanent display, temporary display, international display, as well as "the best design”, “the highest technical quality” and “the most innovative solution”. Winning companies are listed below: Permanent display 1: • Bronze Superstar: Ergo, client: Nivea • Silver Superstar: Alrec Sign & Display, client: Handwork Communication • Gold Superstar: Willson & Brown, client: Nestle Poland Permanent display 2: • Bronze Superstar: Ergo, client: Brown Forman • Silver Superstar: Willson & Brown, client: Procter & Gamble • Gold Superstar: Magit, client: Bottonova Temporary display 1 • Bronze Superstar: Willson & Brown, client: Unilever • Silver Superstar: Willson & Brown, client: Diageo • Gold Superstar: SCA Poznań Display, client: Kraft Food Polska Temporary display 2 • Bronze Superstar: Anvis, client: Lorenz Bahlsen Snack World • Silver Superstar: Extend Vision, client: ITI Neovision • Gold Superstar: Anvis, client: Polmos Lublin International display: • Bronze Superstar: Willson & Brown, client: Pepsico International • Silver Superstar: Alrec Sign & Display, client: Sony Ericsson • Gold Superstar: Willson & Brown, client: Nestle The best design: • Gold Superstar: Magit, client: Bottonova The highest technical quality: • Gold Superstar: Magit, client: Bottonova The most innovative solution: • Wilson & Brown, client: Nestle Organisers of the SuperstarPOLAND 2007 competition were Display GmbH Hamburg and the Poznań International Fair. Similar contests have been held for several years in Germany, Italy (Milan), Russia (Moscow) and Spain (Madrid). Winners of the SuperstarPoland contest can, therefore, use the award to effectively promote their products not only in Poland, but also abroad. New offers at the fair New offers are an inherent part of the show. They convince the public and mass media to visit the fair, which was also the case this time. The exhibitors registered 28 new products, including super fast plotters; printers for direct UV printing on PVC, plexi, metal sheet, cardboard, wood, glass and other rigid surfaces; the world’s first sublimation printer that does not leave unpleasant odour on printed materials; frontlits, backlits and modern display systems. The most sensational products included pleasantly smelling 5D Promotion displays exhibited by Higher which can reach the client by harnessing five senses; GOTV multimedia vests that work as private mobile television and a mobile billboard; and Taxi News – Poland’s first taxi TV. We could also see new outdoor advertising carriers – such as beach screens with large advertising area, the so-called Stand-Beach. There were also some new signs: for instance – a sign system offered by LINART. MAGIT showcased LED HB advertising illumination system, while Miranda presented flag fabrics and knitted fabrics that could be printed with rotary or flatbed printing. Other new offers included rollups and display banners, new types of plotter films and the latest LFP finishing solutions. It is worth mentioning that Euro-Reklama featured the European launch of ColorSpan 5460 UV 5400 hybrid plotter. Apart from new offers, the visitors were also amazed with still rare equipment exhibited at the VISUAL COMMUNICATION stand – local digital signage network, original interactive gates with plasma screens, a gigantic plasma screen, large gates and pneumatic installations. Special events at the show A press breakfast in a London bus? This unique opportunity was given to journalists invited to OUTDOOR EXPO. The bus was parked in the PIF Eastern Lobby and could fit over 20 people. The future of outdoor advertising, the market situation, the robust development of the LFP segment and non-standard out-of-home forms were discussed here on the second trade fair day. Lech Kaczoń, President of the Outdoor Advertising Chamber of Commerce, was one of the speakers. The Mobile Design Gallery with works of the world’s greatest designers and finished projects was presented. The event was very popular among numerous journalists from specialist magazines who got on the bus. Euro-Reklama OUTDOOR EXPO 2008 The organisers have already started preparations for the next edition of the fair. The upcoming Euro-Reklama OUTDOOR EXPO will be held on 12-14 March 2008. For more information visit www.outdoorexpo.pl Even before that the autumn edition of Euro-Reklama GIFT EXPO will be held. It will be devoted to advertising gifts, Christmas presents and toys. Join us at the show!
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