Visitor campaign: Yellow provides communicative support for Swissbau 2026

Swissbau 2026 took place in Basel from January 20 to 23/24. MCH Exhibitions & Events once again relied on Yellow to provide communications support for its most important multi-industry trade fair. At the heart of the activities was the visitor campaign, in which the focus was once again placed on the skilled trades as the traditional root of Swissbau and the role of Swissbau as the leading platform for the construction and real estate industry in Switzerland was emphasized.

After the successful editions of previous years, this year the trade fair has deliberately returned to its roots and placed a more prominent focus on the skilled trades. As the leading trade fair for the construction and real estate industry, Swissbau not only brings together new technologies and pioneering solutions, but above all the people who achieve outstanding things every day with their hands and their skills. With around 600 exhibiting companies and organizations and almost 50,000 visitors, the trade fair proved its popularity as a key meeting place for the industry.

Interaction between idea providers and implementers

For the entire visitor communication, those responsible for the trade fair at MCH Exhibitions & Events once again relied on the expertise of the strategic creative agency Yellow in Basel. The new campaign was based on the existing brand promise "Building Future Together" and the effective core elements of the brand design. The result is an appearance that demonstrates the important interplay between idea generators and implementers.

The visual messages were conveyed in advertisements, banners, online ads in trade publications, via Google, programmatic advertising and on social media. The Yellow team also took on orientation tasks within the exhibition grounds.

Responsible at MCH Exhibitions & Events: Tobias Hofmeier (Exhibition Director), Claudia Ries (Brand & Communications Manager) Agency: Strategic creative agency Yellow, Basel