A comprehensive redesign was required for Stadler's trade fair appearance at InnoTrans 2024 in Berlin. The aim was to develop a new trade fair concept based on Stadler's revised corporate identity and corporate design. The focus was on the scalability and adaptability of the trade fair appearance to different event sizes and formats. The realignment should not only take sustainability aspects into account, but also strengthen the brand's recognition value worldwide. In addition, a well thought-out communication concept was developed to ensure a consistent brand presence in the phases before, during and after the trade fairs and to showcase the various product segments in a targeted manner. In addition to traditional trade fair activities, the communication concept also included innovative elements such as landing pages, guerrilla marketing measures and activations under the motto #TrainLove, as well as extensive live broadcasts and key handovers that make the concept holistic.
Holtmann+ has implemented the realignment of Stadler's trade fair presence with a well thought-out human-centered approach. The new trade fair concept is based on the “On Track” approach and comprises a holistic strategy that combines digital and physical interactions. The aim was to make Stadler's innovations and sustainable commitment to the rail industry visible and to inspire (new) customers directly and personally. The two-storey exhibition stand, which serves as both a business center and showroom, was designed to offer visitors an intensive brand experience. We were able to impress with our diverse technical and creative expertise, especially in the generously planned exhibition area. We staged Stadler's innovative vehicle technology in this exciting setting at all touchpoints and exhibits, not only in terms of design but also digitally. The Stadler Forum enables versatile presentation formats, while live broadcasts from the trains in the outdoor area round off the trade fair experience. With a well thought-out mix of modular system and special components, a sustainable and cost-efficient architecture was created that can be flexibly adapted to different event sizes.
The result is a scalable and modular trade fair concept that presents the Stadler brand uniformly and professionally at trade fairs around the world, such as InnoTrans 2024 in Berlin. Holtmann+ not only developed and implemented the stand construction, but also the entire communication concept. From the welcome area and exhibition space to the meeting rooms and rooftop bar, every aspect of the stand was designed to reflect Stadler's brand identity and leave a lasting impression. Particularly noteworthy are the versatile communication elements, such as the targeted live broadcasts and the highly symbolic vehicle handovers, which are not only made available to trade fair visitors, but also to a wider audience online. These elements contribute to making the trade fair concept holistic and innovative by going far beyond pure trade fair construction.
The added value of our concept for Stadler Rail AG:
+ Comprehensive redesign of the trade fair presentation:
A comprehensive new concept was needed for Stadler's trade fair appearance at InnoTrans 2024 in Berlin. Our experts at Holtmann+ took this task to heart and worked on a new trade fair concept for Stadler based on the customer's revised corporate identity and corporate design.
+ Comprehensive communication concept:
With persona-specific communication measures developed by us, the client succeeded in convincing all visitors of its products in a very individual way. These measures included not only the presence at the trade fair itself, but also supplementary communication channels such as live broadcasts and online activations.
+ Full implementation:
For Stadler's trade fair appearance at Innotrans 2024, we had the honor of turning our own concept into reality. All construction measures were carried out in-house - a prime example of our 360° range of services.
+ Modern presentation of the product segments:
Each product area was presented on its own themed island with digital and interactive exhibits. The stand included everything from brand tables and touchscreens to shift screens with X-ray animations. The content was developed and programmed in close cooperation with the respective experts. The software applications were developed with Ventuz and can be used flexibly and future-proof thanks to a CMS system.
One sustainable step ahead.
+ Sustainability:
“On Track” emphasized Stadler's commitment to ecological sustainability through the development of economical and environmentally friendly solutions, such as alternative drives and energy efficiency. The entire trade fair appearance integrated Stadler's sustainability measures and presented the sustainable technologies of the trains in order to make the trade fair participation ecologically responsible without placing them boldly in the foreground. The communication concept aimed to share innovations and sustainable commitments through digital and physical interactions in order to actively shape the industry and inspire (new) customers directly and personally. In addition to sustainability in the concept phase, this was also reflected in the implementation. By intelligently combining existing system components with modularly designed special components, sustainable and cost-efficient architectures with an individual look were created. A high demand for scalability and reusability thus met a solid brand image that can be used uniformly everywhere.
Customer testimonial
“Together with the Holtmann+ team, we managed to take the Stadler brand image to a new level and give it its own face with a high recognition value. We particularly appreciated the highly professional concept and, in particular, the enthusiasm for our products shown by Holtmann+ as well as the partnership-based cooperation. The concept launch at InnoTrans 2024 laid the foundation for us to look forward to many more joint projects.”
We are looking forward to your questions and we will support you with your project.
Your contact:
Tina-Lisa Ulm
Client Relations Manager
+49 911 400835-224
tina-lisa.ulm@~@holtmannplus.de
