Trade fair organizer Messe Friedrichshafen and industry association, European Outdoor Group (EOG), have begun a new chapter for the At OutDoor 2008 trade show with a new logo and advertising campaign.
At the end of January, a decision was made to continue holding OutDoor in Friedrichshafen until 2013, and this year there is already good reason to expect continued growth. With 646 registered exhibitors thus far on an even larger exhibition floor, OutDoor 2008 has set its first record compared to the same time last year. The world's outdoor industry meets on the shores of Lake Constance from July 17th to 20th, 2008.
“Now that the industry has taken its decision about where the OutDoor Fair will be for the coming years, it was important for us to move forward quickly on a number of issues and one of these was the branding,” said EOG President Rolf Schmid. “The original logo still has resonance all these years later, but together with our partners Messe Friedrichshafen, we agreed that it was time for us to update and modernise the logo.”
Instead of a single-line logotype, the new OutDoor logo is set on two lines employing a updated typeface, and features the essential elements of sun and moon representing day and night unified.
“The result is fantastic and really embodies the past, present and the future of Europes premier outdoor event,” said Schmid.
“OutDoor is an emotionally driven event that demands a high degree of competence, and that plays a leading role worldwide,” says Ludwig Meier, Marketing Director of Messe Friedrichshafen. “With the new logo and the slogan 'The number one outside,' we're emphasising OutDoor's claim to its leading role. The campaign actually focuses on OutDoor's functions of providing a meeting place and information forum.”
An opening zipper reveals the outdoor world experience to the viewer within. The campaign was developed by the internationally accomplished Austrian ad agency Baschnegger, Ammann and Partners.
Just like those past, the 2008 edition of OutDoor is heading toward record numbers: 646 exhibitors from 37 countries (and an international participation rate of over 70 percent) have already registered. “We're confident that we can build on this winning edge by July,” adds Stefan Reisinger, Project Director of OutDoor in Friedrichshafen.