LIGNA and Interzum Coordinates Their Visitor Advertising Activies
October 2, 2012 | 1:09 am UTC

Hannover/Cologne, Germay - Every two years, wood and furniture specialists from around the world come to Germany to attend the two most important trade fairs for their industry: LIGNA in Hannover and interzum in Cologne. The two fairs are staged in quick succession so that international visitors can attend both in a single trip. 2013 will be no different. Together, LIGNA and interzum will once again provide a comprehensive overview of the materials, design solutions and technologies currently available for the wood working, wood processing and furniture industries. As in the past, the organizers, Koelnmesse (interzum) and Deutsche Messe AG (LIGNA), are coordinating their international visitor acquisition and marketing activities.

In 2013, interzum, the world's leading trade fair for furniture making materials and design and interior finishing, will be held from 13 to 16 May – meaning that it will follow LIGNA rather than precede it as is normally the case. The reason for the change relates to the timing of public holidays. LIGNA, the leading marketplace for the international forestry and wood industries, is always timed to coincide with Ascension Day in order to make attendance easier for tradespeople, who constitute one of the fair’s key target groups. In 2013, however, Ascension Day falls so early in May that the May Day holiday would clash with interzum if the latter were to be held before LIGNA.

LIGNA and interzum are the world’s foremost trade fairs in their respective sectors. Together, they cover a very broad spectrum of exhibition topics, ranging from wood as a renewable material to wood working and processing technology to components for the furniture and interior finishing sectors. For visitors from abroad, the timing of the two fairs is ideal because it enables them to take in both events in a single trip – which is eminently feasible, given that the host cities, Cologne and Hannover, are only 300 kilometers apart by road or two and a half hours by rail. Over the years, the cooperation between Koelnmesse and Deutsche Messe has proven to be a win-win-arrangement – both for the two organizers themselves and for their respective trade visitors. The cooperation encompasses joint advertising materials, coordinated media relations work and a single admission ticket for both fairs. The partnership yields enormous time and cost savings for visitors, particularly those travelling to the fairs from outside Europe. The two trade fair companies also offer an attractive travel package that spans the two days between LIGNA and interzum.

Source: Koelnmesse GmbH

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