• By Annette Kilzer

On the Road to Success: w+t with new trade fair media for the ILA Berlin Air Show 2016

Forward-looking and innovative, the ILA Berlin Air Show presented current high tech products, research and development projects with over a thousand exhibitors from 37 countries, the first Startup Day, and the government's Future Lab. There were also some innovations with regard to w+t's trade fair media.

On the website of the ILA, one can see numerous fascinating historical photos and advertisements going all the way back to the beginnings of the most famous trade fair for the aerospace industry, in the year 1909, all the way up to today. However, tradition, as we know, does not mean preserving the ashes, but rather passing the flame on. Not the conservation of that which has already been achieved, not lyrical nostalgia and retro chic, but rather constant engagement and enthusiasm for the future. The ILA Berlin Air Show operated in accordance with these principles again this year, with 1017 exhibitors from 37 countries presenting their current high-tech products as well as research and development projects at the 250,000 square meter Berlin ExpoCenter Airport.

Thus, the new Future Lab at the stand of the German Ministry of Economic Affairs allowed a first look at the technological future of the aerospace industry. On Startup Day, happening for the first time, 50 young entrepreneurs presented their creative ideas and business models, which could enrich the aerospace industry in the future.

Volker Thum, main director of the German Aerospace Industries Association (BDLI), emphasized this future-oriented thinking in his closing report: “The ILA 2016 […] has taken up in a focused way trend-setting topics of our globally situated branch such as sustainability, digitalization, 3D-printing, or industry 4.0.”

Dr. Christian Göke, chairman of Messe Berlin GmbH, added: “With the presentation of future technologies and innovative products, the ILA 2016 has presented itself as the performance exhibition of the global aerospace industry. The industry was able to get a comprehensive overview of the market, and exchange ideas at more than 50 conferences, workshops, and seminars.”

IMAG project director Reinhard Willenbücher sums up the engagement accordingly: „The exhibitors were very satisfied with the results of the trade fair; for some, their expectations were even exceeded. With wohlgemuth + team, we have an innovative and consistently reliable partner for trade fair media at our side. The orientation in the future will surely be increasingly toward digital media.“

There were also innovations in the sphere of trade fair media. “We're very pleased that along with providing support for the website, exhibitor zone, and e-mail marketing, we are now able to produce and market the official visitor media,” said w+t director Jens Wohlgemuth, “our cooperation with the ILA team over many years thus acquires a new quality.” The agency for digital trade fair media has already been cooperating with the ILA project team of Messe Berlin for 16 years. Conception, service, as well as marketing of the trade fair media configuration.

One new product, for example, is the ISC Quickfinder, a distinct visitor guide for ISC visitors. Like the tried-and-tested ILA Quickfinder, it unites product news from exhibitors, hall plans, and a list of all exhibitors into a compact source of information and quick orientation guide.

Of course, the mobile trade fair guide, the ILA app, once again offered the complete ILA program. As a navigator in a handy pocket format, it provided visitors – even offline! - with the exhibitor directory, including listings by product groups, as well as interactive hall plans, up-to-date information on conferences and events, as well as services and information about directions, hotels, taxis, and much more.

Heike Hemmer, project leader of the ILA for Messe Berlin, also sees the main emphasis in the future for visitor information about the ILA in digital media: “w+t's innovative ideas to reorient visitor media have convinced us.”

The ILA is operated by the German Aerospace Industries Association (BDLI) as well as Messe Berlin GmbH.

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