Fiera Milano: Where the Future Is Born | The New Communication Campaign
Scope
Exhibition services
Services
Creative Design, Graphic Design, Advertising, Radio Commercial, in collaboration with CloseToMedia
creative-farm, in collaboration with Close To Media, has created a narrative that emphasises the cultural and value change of Fiera Milano. Thanks to an innovative approach and integrated communication, Fiera Milano has established itself as the beating heart of events, trade fairs and conferences, capable of generating opportunities for all stakeholders.
The New Positioning of Fiera Milano
With the claim “Fiera Milano. Where the future is born”, the communication campaign aims to emphasise a cultural and value transformation. Fiera Milano is evolving from a simple event venue to an integrated system where companies, communities and people meet to share ideas, innovate and grow.
The pillars of Fiera Milano’s new identity:
- Internationality and sustainability: A hub connected to the world and committed to the future.
- Focus on people: Spaces dedicated to wellbeing and human connection.
- Innovation and entertainment: Offering unique experiences ranging from art to sport, from technology to tourism.
The campaign celebrates Fiera Milano’s century-long history, emphasising its ability to anticipate trends and respond to the needs of the reference markets.
An ADV Campaign to Tell the Future
creative-farm developed the creative concept for the ADV campaign, which will run until the end of December in some of the main national newspapers, including Il Sole 24 Ore, La Repubblica, Corriere della Sera and others.
The main claim, ‘We are not (just) a trade fair’, is broken down into four key messages, each of which highlights the distinctive values of the new Fiera Milano:
- ‘People. Skills. Emotions.’
- ‘Entertainment. Innovation. Culture.’
- ‘Growth. Responsibility. Sustainability.’
- ‘Identity. Creativity. Passion.’
These messages represent the transition from a traditional vision to a dynamic, inclusive reality, rooted in the territory, but always looking towards the future.
The first radio campaign in the history of Fiera Milano
The campaign also includes the first radio advert in the history of Fiera Milano, broadcast on Radio 24 with over 50 airings up until 31st December.
The aim of the advert is to emphasise Fiera Milano’s new positioning, presenting it as a vibrant and multidisciplinary centre, capable of attracting a diverse audience thanks to an offer that ranges from:
- Art and culture.
- Sport and technology.
- Tourism and music.
The advert reinforces the image of Fiera Milano as a place where ideas meet, people connect and the future takes shape.
