EUROEXPO announces re — branding of Russia’ leading professional travel event MATIW Moscow Autumn Travel Industry Week in 2014
17 September 2013,
EUROEXPO, the largest private exhibition organizer in Russia, is proud to announce the
Capitalizing on over 19 years old tradition of Otdykh LEISURE exhibition, the new brand OTDYKH will replace MATIW, used as a roof brand from 2006 to 2013, and will appear starting from 2014 as a new family brand.
Travel exhibitions Otdykh LEISURE, LUXURY Leisure, Spa& Health Moscow and MIBEXPO Russia, held before within MATIW will operate under the names OTDYKH Leisure, OTDYKH Mice, OTDYKH Luxury, and OTDYKH Spa & Health.
The move from MATIW to OTDYKH guarantees clarity, comprehensiveness and consistency for all types of communication. The name OTDYKH communicates the attitude of the exhibition and communicatively offers added emotional value: «otdykh» is a Russian word for «leisure». «After more than seven years, we are looking forward to getting back to our roots and appearing with the name OTDYKH. With this return we take up the original values we have established with our exhibitors and trade visitors over the years," said Violetta Toulich, exhibition director in Euroexpo Moscow.
Due to the new positioning as International Russian Travel Market, the fair shows its international significance on the basis of the CIS markets. It stands for unique B2B options, understands and respects the needs of Russian market players, and offers a verity of services and products from around the world.
«With our newly formulated top positioning «OTDYKH International Russian Travel Market» as well as our new appearance, the name «OTDYKH» becomes tangible, especially with regards to the international context. Our trade fair stands for internationality, diversity, vitality and trendiness," commented Ekaterina Kohlhauser, exhibitions director in Euroexpo Exhibitions and Congress Development, Vienna.
The event’s new tagline «Home of Tourism» includes the fair’s primary promise as well as its three core values: care, progress and joy. These central core values make all the difference in comparison to other exhibitions and fairs in the field of travel and tourism, for the Home of Tourism is only to be found at OTDYKH.
HEYMANN BRAND DE GELMINI was brought on board as a competent partner for new brand development and communication strategy. The agency from Berlin has extensive experience in developing successful brand communication and campaigns for the leading exhibition projects, such as ITB Berlin (including «truly inspiring» campaign), ITB Asia, IFA, International Green Week, etc. «It was really a great responsibility and a great challenge for us. The result is exceptionally creative brand communication as well as a modern brand design," said Rene Heymann, CEO of HEYMANN BRANDT DE Gelmini and executive strategist.
A new impressive campaign was created to support the new brand strategy. Under the motto We Love Travel, the OTDYKH as well as its individual fairs present themselves with fascinating worlds in a heart shape.
«The slogan «Home of Tourism», developed from the
The key massage of the new campaign is: we bring successful business and the passion for travel together. «With OTDYKH we create a central location for all major players in the tourism industry. With our significant experience in organizing the leading tourism trade show in Russia we know: our exhibitors really love what they do, they love travel business. And people business should always bring pleasure as well," said Ekaterina Kohlhauser. «This campaign expresses this idea in a particularly creative way».
For more information and press kit please contact:
Euroexpo Exhibitions and Congress Development GmbH, Vienna
Ms. Ekaterina Kohlhauser, Exhibitions Director, Email: e.kohlhauser@
Euroexpo LLC, Moscow
Ms. Tatiana Mekhonoshina, Head of Advertising and Marketing, Email: marketing@euroexpo.ru
For editors:
EUROEXPO was founded in 1992 and today is the largest private Exhibition organisation in Russia. EUROEXPO is a member of the Russian Union of Exhibitions and Fairs, of the Moscow Chamber of Industry and Commerce (ICCA) and of the Global Association of the Exhibition Industry (UFI). EUROEXPO Exhibitions & Congress Development GmbH with its office in Vienna, Austria, is responsible for international relations, Sales & Marketing of the exhibitions and Conferences. Every year, EUROEXPO Moscow and EUROEXPO Vienna are jointly responsible for the organisation as well as the professional implementation of 11 international trade fairs. www.euroexpo.ru
MATIW is the largest international autumn travel event in Russia, which marks the beginning of the winter season in a tourism industry in Russia and the CIS. MATIW 2013 will take place 17 — 20 September 2013 in International Exhibition Centre CROCUS EXPO in Moscow, Russia. Over 1450 exhibitors form 80 countries, as well as over 62,000 visitors are expected. MATIW 2013 combines specialized trade exhibitions: 19th Otdykh LEISURE — international trade fair for travel and tourism; 8th LUXURY Leisure — international trade fair for luxury and exclusive travel including SPA & HEALTH Exposition and Conference; 9th MIBEXPO Russia — International meeting industry and business travel exhibition and conference. The event is supported by the Federal Agency for Tourism and the Russian Federation, by the Association of Tour Operators of Russia ATOR, by the Russian Union of Travel Industry and further international and Russian association and officials. Starting from 2014 MATIW will be held under the new brand OTDYKH International Russian Travel Market. OTDYKH 2014 will take place 16 — 19 September 2014 in IEC Crocus Expo in Moscow, Russia. www.tourismexpo.com
HEYMANN BRANDT DE GELMINI is one of the
www.hbdg.de
15.11.2013