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A successful debut for the world of advertising and selling Viscom re-loaded

24-01-2019

One visit, all the perks – a brilliant idea, well received. Featuring a total of 1,084 exhibiting companies, the new trade show network consisting of PSI, PromoTex Expo and viscom underscored its ambition of becoming Europe’s largest combined event for advertising and selling. More than half of the exhibitors came from outside Germany, representing a total of 38 countries.

“An outstanding result that makes a clear statement on the international level. A real power pack that represents virtually all the key players across all areas of visual, textile and haptic advertising – the trendsetters and innovators of the market”, says Michael Freter, Managing Director of Reed Exhibitions Deutschland.

The new trade show network turned a long-time dream of advertising pros and marketers into a reality: six exhibition halls filled with creativity and inspiration, live performances and future labs, structured into three events, covering nearly the entire range of “below-the-line marketing”, and all of that under one roof with PSI, the leading European insider event for the promotional products industry; a repositioned viscom, Europe’s leading trade fair for visual communication; and the newly created PromoTex Expo, conceived as the international trade show for promotion, sports and workwear.

A successful debut for the world of advertising and selling Viscom re-loaded

“The time was ripe to create a new, central hotspot for all things advertising and selling, without losing sight of the independent existence and identity of each of the respective industries”, says Petra Lassahn, the director of the three shows. With 185 exhibitors (2017: 197), 9,647 visitors (7,231) from 53 nations and 24% international attendance viscom made a departure to new shores. This result made Petra Lassahn, who had been “on board” with viscom since 2006, extremely happy: “We have succeeded in turning things around after three frankly anything but easy years. Our focus on the core elements – signmaking, large-format printing and print finishing – and the development of new live hands-on formats and lecture forums decisively contributed to achieving this turnaround. The trust exhibitors placed in us formed the basis for this. It would not have been possible with this close relationship grown over the years. viscom is a winners’ trade show again.”

This was also the verdict often heard – such as from Frank Schenk: “To our mind, holding PromoTex Expo, PSI and viscom concurrently has proved a real asset for viscom. Full aisles show that the new dates have gone down very well. We were positively surprised with the number of visitors.” PromoTex Expo made its debut in top form: with 13,217 trade visitors from 39 countries, the event instantly catapulted itself into the group of leading European trade shows. “A fantastic start in terms of visitor numbers and international reach and relevance. The fact that almost half of the visitors – 45 per cent, to be exact – travelled from abroad is a powerful vote of confidence. The market is rewarding our new concept. A clear mandate to continue spreading our wings in the European league of trade shows”, says Michael Freter.

With 17,602 visitors PSI was right on target posting a 1.5% plus against the previous year (17,342). International attendance was again strikingly high: 58% of visitors travelled from outside of Germany, one in seven of them from overseas. The sea of flags representing the participating nations at the Düsseldorf Exhibition Centre was correspondingly colourful. A total of 81 countries showed their colours in Düsseldorf, turning the trade show into the centre of the promotional products world for three days. Next year’s PromoTex Expo, PSI and viscom will take place in Düsseldorf from 7 to 9 January 2020.


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