German Industry Group Launches New Marketing Campaign

AUMA, the Assn. of the German Trade Fair Industry, is launching a new campaign to promote German trade fairs in international markets. Under the motto "Messen Made in Germany," brochures, ads and posters in seven languages will replace the marketing campaign previously in place since 1998.

The new brochure lauds the advantages of trade fairs in Germany, and provides contact information, venues, dates and exhibitor and visitor statistics for the most recent events. Distributed exclusively outside of Germany, there will be an initial print run of 130,000 in English, Spanish, French and German, and 25,000 in Chinese, Korean and Arabic. AUMA will supply the brochures to German chambers of commerce abroad, foreign representatives of German trade fair organizers and German diplomatic missions. The posters will be used at information stands by official German foreign trade fair participants.

AUMA has conducted such campaigns for more than 40 years, according to Harald Kotter, head of AUMA's division of public relations. The campaign aims to support the individual marketing of German organizers with general information about the quality of German tradeshows.