Messe Düsseldorf launches new image campaign under the slogan "The Place to Maximize"

Brand identity becomes widely visible for the first time – focus on the future, emotion, and economic power

Messe Düsseldorf is entering a new era of communication with a large-scale image campaign. Under the slogan “The Place to Maximize” the new brand identity is now being comprehensively rolled out to the public for the first time. The campaign is aimed at decision-makers worldwide, as well as the regional public, employees, and trade fair partners.

Stronger profile as a business platform of the future

With over 20 world-leading trade fairs, global networks, and a broad portfolio of trade fairs, Messe Düsseldorf is one of the world's leading trade fair companies. The new brand identity aims not only to strategically consolidate this position, but also to charge it with emotion. “We see ourselves as bridge builders between people and markets,” says Wolfram N. Diener, President and CEO. The new campaign underscores the company's claim to make economic trends visible and enable entrepreneurial success.

Digital campaign with international appeal

At the heart of the campaign are dynamic visuals, forward-looking messages, and the iconic trade fair “m.” Initially focused on digital channels and print ads, the campaign will be supplemented by regional measures, such as large-format posters on the exhibition grounds and in Düsseldorf's cityscape. The campaign will be gradually expanded and refined until November 2025 to strengthen brand awareness among international target groups. The aim is to firmly establish Messe Düsseldorf as an inspiring place for exchange, growth, and innovation.