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 the exhibitors and the 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 enthusiasts of the industry.
To realize it, we engaged the exhibitors – more than 800 – in the creation of contents which become part and parcel of the communication plan before the event. Moreover, we give them a communication kit, coherent with the identity of the fair, which they could use to promote the exhibition on their digital channels.
During the 5 months of communication which preceded the event, we promoted Cersaie through multiple channel, both online and offline.
We matched the communication on 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, to reach the addressed target.
Moreover, thanks to the Design Reporter project, the influential designers of the industry, participating to the fair, were at the forefront in the communication and promotion of Cersaie.
During the 5 days, every important moments of the fair were shown 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, telling about exhibitors and conferences and and reaching almost half a million people only with Facebook and Instagram.