Yellow launches Swissbau '22
In January 2022, the Swissbau construction and real estate trade fair will take place again as scheduled. Messe Schweiz has awarded the contract for visitor recruitment to Yellow. The cross-media campaign focuses on the current issues and challenges that are of great concern to all stakeholders in the industry at this time.
Due to the biennial rhythm, Swissbau was spared a cancellation. The last edition took place in January 2020 and went ahead as planned just a few weeks before the lockdown. On January 18, 2022, the trade fair will now open its doors again and bring players from the entire construction and real estate industry in Switzerland to Basel for four days. To ensure that there will also be a large number of visitors, Swiss Exhibition has hired the Yellow agency.
As a basis for the visitor campaign, Yellow analyzed the surveys conducted by Swissbau among exhibitors and visitors. Based on the resulting findings, the agency and the trade fair management developed a concept that also paid tribute to the strategic goals and purpose of the construction and real estate trade fair.
The result is a campaign that addresses current issues and future challenges that will have a massive and long-term impact on discussions and developments among all stakeholders in the industry. The aspects were communicated with short, pithy headlines that are used as key messages in offline and online channels. The visitor campaign can be seen as ads, banners and online ads in trade publications, on Google and in social media.
Responsible at Swissbau: Rudolf Pfander (Exhibition Director), Christine Kern, Claudia Ries and Alexia Cadalbert (Marketing & Communication). Responsible agency: Yellow.
