Business News
A Strong Showing
Thursday 20. November 2008 - Award for Heidelberg booth at drupa
Heidelberger Druckmaschinen AG (Heidelberg) has received a bronze medal from FAMAB, the Association for Direct Business Communications, for its impressive showing at drupa 2008. Heidelberg triumphed in the “XXL exhibition presentations” category (booths larger than 1,500 square meters), setting an excellent example in the B2B segment. Top spot went to Mercedes and second place to Audi for their showings at last year’s International Motor Show. The awards were presented in the Jahrhunderthalle in Bochum in front of more than 1,000 people. The panel of judges included well-known names from marketing and event agencies, industry, science, and the media.
“Obviously, we take pride in the fact that the judges were so impressed with the integrated design adopted for the drupa booth. This award justifies our efforts and those of the entire team,” stated Adriana Nuneva, Senior Vice President Global Marketing at Heidelberg. The statement by the panel of judges included the following positive comments: “All assistance and advice to visitors was provided by Heidelberg staff. In order to create a pleasant, relaxed atmosphere in the catering area, there was no advertising whatsoever. This resulted in a very “human” brand presentation that was geared to people’s needs and tangibly reflected the partnership-based approach adopted by Heidelberg. Also, the large booth area spanning two halls was clearly structuredby the brand wall and the raised ‘HEI WAY’. Visitors could identify with the focus on problem solving rather than actual products. Such an exciting demonstration of printing and printing technology thoroughly merits an award.”
As the best known exhibitor at drupa, Heidelberg traditionally occupies the whole of Halls 1 and 2. The aim of the trade show concept for 2008 was to continue the success of previous presentations and communicate the company’s partnership-based approach at the booth. The uniform booth architecture turned the two halls into an integrated area that was clearly separated from other areas by a “brand wall”. Visitors made their way through the 7,800 square meters exhibition area on a slightly raised walkway – the “HEI WAY” – which gave an overview of the six “Solution Areas” and also accommodated the two information and business centers. The communication concept used a question and answer system to link all the individual measures under the two-part slogan “HEI Performance” – “HEI Value”.