IAA 2021 Pitch
CLIENT
Looping Group,
Messe München
BRAND
IAA
YEAR
2020
ROLE
Interim Account Director
CHALLENGE
The world’s largest mobility show, IAA, sought a new venue after being hosted in Frankfurt since 1951. Robo-taxis, electric mobility, and smart cities were reshaping the industry, making it crucial for IAA to find a location that could showcase the future of mobility. Munich, along with several other major German cities, entered the competition to host the IAA from 2021 onward.
SOLUTION
The task was to demonstrate why Munich, with its trade fair and infrastructure, was the ideal choice for such a large-scale event. This involved creating an integrated concept that united all key stakeholders, including city marketing organizations, political advocates, local authorities, and major Bavarian companies.
I prepared the pitch deck for Messe München, collaborating with all involved parties. This included concept films and a 300-page booklet highlighting Munich’s strengths as a mobility hub. After a four-month pitch process, Munich won the bid to host IAA 2021, beating all other cities.
