Brand image becomes widely visible – focus on the future, emotion and economic power

With a new image campaign, Messe Düsseldorf is launching its enhanced brand image to the public for the first time. Under the slogan ‘The Place to Maximize’, the campaign is aimed at international decision-makers, exhibitors and partners as well as the regional public and its own employees. The aim is to position Messe Düsseldorf more clearly as a powerful business platform and to communicate its economic relevance both emotionally and strategically.

Stronger profile as a business platform of the future

With over 20 world-leading trade fairs and a global network, Messe Düsseldorf has been one of the key players in the international trade fair industry for decades. The new image campaign takes up this claim and translates it into a clear, modern visual and linguistic world. The focus is not on individual events, but on the location itself – as a platform where markets can grow, innovations become visible and economic potential can be maximised. The motto ‘The Place to Maximize’ is deliberately open to different interpretations. It refers to growth, reach, networking and efficiency – aspects that are equally crucial for international exhibitors and visitors. At the same time, the new brand identity is intended to emphasise that economic success does not arise in isolation, but through the interaction of people, ideas and markets. Messe Düsseldorf is thus positioning itself as an active enabler of entrepreneurial development.

Focus on economic power and location expertise

A central element of the new image campaign is the emphasis on the economic importance of Düsseldorf as a location. As the host of numerous leading international trade fairs, Messe Düsseldorf is a significant driver of value creation, employment and international visibility for the region. In future, this role is to be more firmly anchored in brand communication – not only towards global target groups, but also in a regional context. The campaign conveys the message that the trade fair not only offers space, but also has an active impact: on industries, on companies and on the location. This also puts the focus on the connection between local roots and global reach. Messe Düsseldorf sees itself as a place where international markets come together and regional expertise becomes visible.

Digital campaign with international appeal

At the heart of the new image campaign are dynamic visuals, reduced messages and the iconic trade fair ‘m’, which functions as a recognisable brand element. The rollout will initially take place via digital channels and selected print formats with international reach. This will be supplemented by regional measures, including large-format placements at the exhibition centre and in the Düsseldorf cityscape. The digital focus makes it possible to address different target groups in a targeted manner and to further develop the brand image in a flexible way. The campaign is to be gradually expanded and its content refined by November 2025. The focus is not on short-term attention, but on sustainably anchoring the Messe Düsseldorf brand in the international competition between trade fair venues.

Internal impact and cultural aspirations

In addition to its external impact, the new image campaign is also deliberately aimed internally. Employees should experience the new brand identity as an expression of a shared self-image. ‘The Place to Maximize’ functions not only as an external motto, but also as an internal aspiration for quality, service orientation and innovative capability. With this campaign, Messe Düsseldorf aims to strengthen a corporate culture that promotes openness, internationality and creativity. The new brand identity thus becomes a strategic instrument – not only for marketing and communication, but also for the long-term positioning of the company in the global trade fair business.