Packaging Innovations Zurich 2014

ackaging Innovations Zurich 2014 - the new platform for creative packaging, design and branding MK Zhe "Packaging Innovations Zürich 2014" trade fair is being held in Switzerland for the first time. What prompted easyFairs to take this step? Martina Hofmann, Exhibition Manager: Since 2006, easyFairs has organized the successful exhibition format Verpackung Zürich 2014, the industry meeting point for the Swiss packaging industry. Since the beginning, the trade fair has developed continuously and with the growth, the profile of the exhibitors has also increasingly changed. The consumer packaging sector, with its primary and secondary packaging themes, has played an increasingly important role at the show in recent years. More recently, design and branding issues have also moved to the forefront, while in the beginning packaging technologies and machinery were the core focus of the show.To accommodate this development, we have decided for 2014 to launch the Packaging Innovations Zürich 2014 show in parallel to the established Verpackung Zürich 2014 platform focusing on innovations in packaging technology. This event is part of a European Series of easyFairs, which has already been successfully implemented in Germany, the UK, the Netherlands, Poland and Austria, and focuses on the creative aspect of packaging, branding and packaging design.With both trade fairs, we represent the world of packaging in its entirety and the visitor will find a complete range of products from A to Z.MK What changes for exhibitors with this innovation and what advantages does it bring?Hofmann Not much will change for exhibitors. The consumer packaging area was already to be found in Halls 5 - 6 this year and will also be presented in the same halls in 2014. But with the Packaging Innovations Zürich 2014 campaign, we have our own and stronger voice to communicate this to the outside world. Our sales consultants have done an excellent job over the last few months, providing intensive and detailed support to our existing customers, so that the expansion of the show has met with a great response and understanding.With the two differentiated campaigns, we can market the shows in a much more customer-oriented way from a visitor marketing point of view and now reach target groups that we were previously only able to address in part or with difficulty. We want to show the breadth of the industry and the subject of packaging in all its facets. This fact ultimately brings more and new trade visitors to the trade shows, which of course also benefits the exhibitor.MK Many major players in the packaging industry have exhibited at "Verpackung Zürich" so far. Will "Packaging Innovations Zürich 2014" also attract new exhibitors?Hofmann We are currently on track as far as our existing customers are concerned, so the new direction is clearly being accepted in the industry. At "Packaging Innovations Zürich 2014", packaging will be examined very closely from the perspective of marketing and communication. Here, you can feel the emotions that packaging leaves on the consumer and thus make a significant contribution to brand identification. Especially companies of high quality packaging, such as cosmetics and other prestige goods, identify strongly with this fair and therefore we were able to attract new exhibitors.MK What are the new target groups that you would like to see at the trade fairs? What measures do you use to address them?Sabrina Cassata, Project Manager: The fair addresses those who look at the subject of packaging from a marketing and communication perspective. We are stepping up our activities specifically for the creatives, developers and designers in the field, but also for specialists from the marketing and communications sector. What has always been assumed, has in the meantime been scientifically proven. The packaging is not only a shell for the protection and storage of the product, but a driving and independent force in the marketing and communication mix of each article manufacturer, which must be given more attention in the future. This is precisely the audience that will be encountered at our trade fair thanks to its complementary focus.MK Packaging Innovations Zürich 2014" will be accompanied by an extensive supporting program. What can visitors expect next year?Cassata At all trade fairs we offer our visitors learnShops^TM an. These are short technical presentations that address current and exciting topics. Guided Tours are also offered here. The guided tours are organized in cooperation with the SVI Swiss Packaging Institute and give visitors the opportunity to discover the innovations of a specific topic in a short time and with background information from a specialist expert.The other supporting program is also impressive. The special area "Passion for Packaging - Plaza" - the special stage for special packaging - is the creative think tank where visitors can discover new ideas and consciously leave their usual paths to give their products new charm at the POS. Here, too, the motto is "Feel and experience emotions". This is also reflected in the design of the stands: with the high-quality designed stand areas, which are modular but offer more comfort, this area represents a more eye-catching showcase than the classic modular stands.This theme is taken up again in the "Passion for Packaging - Conference". Accompanying the trade fair, this conference for trade visitors will underline the portfolio of the "Passion for Packaging - Plaza". In this context, the topics of Art & Packaging, Brand-Building and Future & Trends will be explored in greater depth.