Reframing of the consumer fair
CREATIVA Dortmund
Strategy & consulting
On behalf of Dortmund Exhibition Centre we created a new strategic design for Europe’s biggest creative trade show “CREATIVA”. Core aspect of our consultancy service: fundamental rejuvenation of the trade show.
Our levers are digital storytelling, modern design language and creation of new event formats within the trade show.
Commercially we rely on a massive shift in communication budgets — away from offline to performance advertising.
The Dortmunder Westfalenhallen are among the oldest, most prestigious events centres in the Ruhr area. Since 1982, the adjoining exhibition centre has been the location for the CREATIVA trade show, Europe’s biggest show for crafts and creative design.
Since 2018, on the days at the weekend of CREATIVA the sister show CAKE DREAMS has been taking place and we have also worked on consultancy and communications here too.
Concept & creation
Concrete measures to re-orient the trade show included development of CREATIVA NEO — an innovative, young design market within the actual trade show — as well as the influencer marketing format “CREATIVA Social Club”. In addition, we re-structured the themed worlds of the trade show with regard to wording and look, which improved visitor flow.
Implementation & reporting
Target-oriented paid social marketing activites and unified performance marketing via Facebook, Instagram and Google helped us win a new young target group of creatives.
Proof of the success of this can be seen in the many young faces at the show and the significantly increased number of online ticket sales and overall visitor numbers. We can do creative!
Contact
Your contact person:
Konstantin Kleine
Goldene Generation GmbH
Hafenpromenade 1-2
44263 Dortmund
