The motorcycle industry is moving forward - to win new target groups and increase its attractiveness through technical innovations. The leading international motorcycle trade fair INTERMOT is also reinventing itself as the community event for bikers - inspiring, involving, invigorating.
The strategy: Riding a motorcycle stands for emotion, sports, and lifestyle. According to our claim "It's all Ride", we bring this fascination to life with an integrated brand campaign, including cross-media storytelling and authentic stories, a spectacular event program and a range of topics that appeal to new visitor target groups as well as to the trade public. To this end, we developed a fluid key visual that reflects the diversity of INTERMOT and the biker scene's attitude towards life. We activate the community via all channels: from social media through to out of home. By cooperating with the gamer scene, influencers and lifestyle media, we increase reach and interactivity.
The result: The concept is well received: For bikers and trade visitors, INTERMOT is the trade fair for lifestyle, community and innovation in the motorcycle world. New target groups discover the fascination of motorcycles here.