Communication strategy made in Leipzig

Leipziger Messe acts as an international business hotspot, attracting guests from all over the world to the vibrant metropolis in Saxony. It welcomes over 1.2 million visitors a year to highlights such as the Leipzig Book Fair and over 270 other trade fairs, congresses, exhibitions and other events. As a result, it not only reaches a broad audience, but also sets standards as a supra-regional player when it comes to professional events. Leipziger Messe wants to leverage this position in the B2B sector as well, through a suitable communication campaign and support from PIO.

The trade fair takes center stage

Based on a detailed analysis, our team recommends the implementation of an online magazine as a figurehead for Leipziger Messe. Tobias Schneider, Content Marketing Consultant at PIO, explains: “The new online presence in blog format complements and expands the digital presence of the trade fair. It strengthens its positioning as an industry expert and best-practice hub without diluting the brand.”

In order to appeal to a larger target group and generate more attention for cross-fair topics, a platform that places Leipziger Messe and its core business itself at the center is required - beyond individual events.

The blog gives business partners and those who want to become such a “glimpse into the engine room” of Leipziger Messe, peppered with valuable insights. The design and tone of voice create a consistent online presence for Leipziger Messe as a company.

B2B success thanks to storytelling

PIO develops the new visual concept as well as storytelling and editorial content of the new Messe Magazin. Based on the corporate design of Leipziger Messe, we transfer the look and feel of the brand to the digital space. “We considered video and VR options right from the start to ensure the magazine's long-term appeal and functionality” emphasizes Tobias Schneider.

The magazine uses text, images and video to provide background information on current events, services offered by Leipziger Messe and facts about sustainability in event management. A separate category is dedicated to the faces of the company, which underlines the personal approach of the Messe Magazin. All content can be adapted for social media and is SEO-optimized to strengthen the share of voice in the trade fair scene and beyond.

Brand enhancement via content publishing

The launch of the Messe Magazin on 01. December 2023 is a huge success. Not only the visibility of Leipziger Messe, but also its position in the trade fair world is significantly strengthened by the new blog format. Leipziger Messe’s communications team proceeds to develop the blog and at the same time benefits in its brand work from the comprehensive repositioning of the digital content formats.