Ambiente Projects: A special interest area for a trade fair
Ambiente Projects pools together the key topics relevant to visiting professionals from the hospitality industry and project planners present at the Ambiente consumer goods fair – HoReCa, Hospitality Interiors, and Contract Business – under a clear value proposition: Your host for planning, furnishing and equipping.
The purpose is to position the B2B trade fair for hospitality professionals, interior designers, architects, and project planners as a high-quality, curated specialized platform – setting it apart from the richly diverse but less targeted retail segment.
Messe Frankfurt also describes these special-interest target groups as “B2B2B,” i.e., “business-to-business-to-business,” with a minimum of one additional intermediate stage in the supply chain before the products reach end users or guests. From the point of view of the trade fair, Ambiente Projects is a strategic tool for targeting “B2B2B” with even greater focus as a second major pillar alongside the “Retail” segment.
Strategy: Relevance over diversity
Ambiente Projects consistently gives priority to relevance for the professional target groups: The communication is aimed at emphasizing the particular depth of the Projects section, despite the overall diversity of products and exhibitors at the trade fair.
These are the most important factors:
- Bundling & rebranding of the special interest areas to appeal to specific target groups.
- More reduced visual and formal language as a deliberate difference compared to the retail sector.
- Sector-specific communication (HoReCa, Hospitality Interiors, Contract Business) including an overarching project narrative.
Our services at a glance
Key visual adaption
We adapted the Ambiente key visual to a large-scale, eye-catching, monochrome pictorial language with a subdued color scheme. The Ambiente logo is deliberately cropped and thereby only hinted at—the Projects concept takes the limelight.
“Ambiente Projects” naming
The name “Ambiente Projects” creates a unique, high-quality brand identity in which Ambiente functions as a trusted host, while “Projects” serves as a distinctive stage emphasizing the relevance for special interest target groups.
The name establishes a sense of direction and addresses the technical requirements of HoReCa, Hospitality Interiors, and Contract Business.
Self-mailer
The self-mailer portrays Ambiente Projects as a professional invitation to the HoReCa, Hospitality Interiors, and Contract Business divisions.
It’s a self-closing brochure which features a special format that will stand out in the mailbox. The storyline efficiently leads you from the overarching value proposition to detailed explorations of key topics such as Interior Looks, Trends, and the Architecture Hub, before presenting a compelling call to action—complete with an offer of two free tickets for professional visitors.
Multilingual versions and a brochure in long DIN format for regionally targeted mailings ensure wide reach and a perfect match. Ambiente’s sales partners can use these for their cross-border communications.
“Ambiente Projects” landing page
The Ambiente Projects landing page on ambiente.messefrankfurt.com is a digital version with a neat, high-quality interface, and the content is structured around the same topics as the self-mailer. Our agency’s services include consulting, conceptual development, copywriting, layout, and design.
The exhibitor search and networking tools are prominently featured; labels, a project guide, and an app help you easily find your way around the venue, while precise CTAs seamlessly streamline your visit planning. A special highlight of the landing page is the Ambiente Projects video trailer.
Video trailer
The trailer showcases Ambiente Projects as an appealing business and networking platform for special interest target groups and provides a quick overview of HoReCa, Hospitality Interiors, and Contract Business, enhanced by suitable special areas at the trade fair.
Conceptually, the focus is placed on the elaboration of the tagline “Your host for planning, furnishing, and equipping,” which is broken down visually and textually and applied to the three areas mentioned above using appropriate trade fair footage.
It is an elegant, high-quality, and somewhat understated trailer, deliberately setting the Projects presentation apart from the dynamic retail communication of Ambiente, whose main focus is to showcase the diversity of products and exhibitors. It can be used across a variety of channels, such as landing pages, newsletters, and social media.
Targeted advertising
The campaign includes a magazine-specific ad family with different versions for different sectors (HoReCa, Hospitality Interiors, Contract Business), as well as a comprehensive Projects version. The half-page to full-page designs combines concise messages about the benefits with minimalist imagery—featured in publications such as Tableware International, FRAME, Chef’s Best, and First Class.
Impact on the target group
Quick access to exhibitors, topics, and services specific to your target group—with as little wasted coverage as possible.
Valorization of the project business: Clear B2B communication & competent curation.
Good planning and structuring of the trade fair visit: Presentation of relevant topics, consistent narrative online and offline across all advertising media.
Our approach
As a full-service agency we address projects such as the development of a new special interest area for Ambiente in a strategic and holistic fashion, drawing on our extensive and in-depth know-how of the Messe. It goes without saying that we familiarize ourselves thoroughly with our customers’ (professional) fields when working on new projects.
We maintain a consistent, highly customized, and goal-oriented approach during all project phases: From consulting and conceptualization to naming and copywriting, art direction and video production, to customer coordination and finally publication.
A designated svaerm contact person (including a substitute) coordinates communication between customers, internal departments, and external specialists. Our clear decision-making principles ensure a consistently high quality for all advertising materials, even when faced with tight deadlines, multilingual content, and complex coordination processes involving numerous stakeholders.
Contact details for companies
How to request our services: Please send us an initial written inquiry using the contact form, providing details about your project, your requirements, and your company, institution, or organization.
After examining the materials, we will be pleased to advise you personally by phone, video chat, or on site. We look forward to hearing from you!
