The 25th edition of Eurobike – ‘the world’s leading bike trade show’ – has a new look and a new advertising campaign for the Eurobike Festival Days consumer-show-within-a-show.
‘Try out, experience, celebrate’ is the motto of the new Eurobike Festival Days. The aim is to sum up what awaits bike fans old and new alike on the weekend of Saturday 3 September and Sunday 4 September at the show in Friedrichshafen, Germany.
The event’s newly refined concept, which uses the Festival Days with the aim of generating bike enthusiasm among the visiting public in new and diverse ways. This is also reflected in a new, customized brand image.
“The program that will be offered to our Eurobike Festival Days visitors is worth more than just a one-day visit. It invites cycling fans to make full use of both days, and to really experience Eurobike like a festival,” said Eurobike Project Director Dirk Heidrich, describing the new concept.
The new campaign is derived from the Eurobike’s familiar corporate design. Its key visual element shows an illustration of a cyclist breaking through the logo of the world’s leading bicycle trade show – a graphic representation of ‘how the previous approach to public days has been revolutionized and replaced by a completely new concept.’
The new brand image will be used in a cross-media marketing campaign that includes traditional advertisements, social media campaigns, and a direct website www.eurobike-festivaldays.com, which will provide comprehensive information about the European showcase for bike fans starting in early May.
The Festival Days are billed as the platform for direct interaction between the bicycle industry and consumers.
“The contemporary illustrative style of this campaign generates a lot of mental imagery and stimulates interest in the exciting, two-day festival atmosphere centred on the bike theme,” explained Eurobike Project Leader Stefan Reisinger.
“The image of a mountain biker has its origins in the roots of Eurobike, which is taking place for the 25th time this year, and which laid the cornerstone for the meteoric rise of Eurobike and the industry by focusing on the mountain bike segment, which was new at the time.”
Eurobike has now become well established as a leading global trade show and presents an entire spectrum of bike industry products. Versions of the key visual, with a modified bike and rider, will be used in racing and e-bike applications.
The Eurobike Festival Days immediately follow the three Eurobike Business Days. Thus, the newly redesigned Eurobike 2016 will stretch from Wednesday 31 August to Sunday 4 September. On the Business Days, from Wednesday to Friday, Eurobike 2016 is only open to industry visitors and accredited journalists.
Eurobike is open to the general public on the Festival Days, Saturday and Sunday.
www.eurobike- show.com
www.eurobike-festivaldays.com
