THE PROJECT: Robo-taxis, electric mobility, smart cities, revolutionary interiors – the world of mobility has never been as exciting as it is today. To re-invent itself, the world’s largest mobility show IAA was looking for a new home after being held in Frankfurt since 1951. Beside Frankfurt the cities of Berlin, Hamburg, Hannover, Cologne, Stuttgart and Munich entered the competition to become the IAA’s new venue.
THE TASK: Demonstrate why the city of Munich and its trade fair are the ideal grounds to host a multilayered exhibition, B2B summit and public mobility showcase like the IAA. In that regard develop an integrated concept that unites all important stakeholders such as the city and its marketing organizations, political actors and advocates, local authorities like city planners and traffic experts, leading companies from Bavaria etc.
MY ROLE: Preparing the pitch deck for Messe München in consultation with the above mentioned parties, including various concept films as well as a 300-page fact-packed booklet that portrayed Munich as a mobility powerhouse and the ideal city to host the IAA from 2021 on. And well, it worked: after an approx. 4 months pitch, Munich prevailed against all competitors in the race for the IAA 2021.
ClientMesse München AgencyLooping Group, Berlin & MunichYear2020
