Cersaie is the foremost Italian fair of ceramics and bathroom furnishings. In 2019 the exhibition, promoted by Confindustria Ceramica in collaboration with BolognaFiere Spa, reached its 37th edition.
When they had to lay the foundations of the event, the organizers wanted to make the communication of the fair coherent with the identity of the exhibition and efficient to engage both exhibitors and visitors: the dual target of Cersaie.
Today, in order to be effective, a fair needs to be more than a simple exposition.
We developed Open Cersaie: a communication strategy which allowed Cersaie 2019 to present itself as an occasion for relationships, connections and discussions between experts and industry enthusiasts.
To make it a reality, we engaged than 800 exhibitors in the creation of content which become part and parcel of the pre-event communication plan. Moreover, we developed a communication kit, coherent with the identity of the fair, which they could be used to promote the exhibition on their digital channels.
During the 5 months of communication which preceded the event, we promoted Cersaie through multiple channels, both online and offline.
We matched the communication of the official social channels – Facebook and Instagram – with the contact and engagement of the main international magazines of the market, in order to give value and visibility to the fair and, at the same time, reaching the identified target.
Moreover, thanks to the Design Reporter project, the influential designers of the industry, present during the days of the event, became the protagonists at the forefront of the communication and promotion of Cersaie.
During the 5 days, every single important moment of the fair was shared on their social profiles.
The communication, however, didn’t end with the beginning of the fair.
We narrated every day of the fair through the official social channels of Cersaie, showing exhibitors and conferences, and ultimately reached almost half a million people on Facebook and Instagram alone.