Koelnmesse and its exhibitors share a common goal: together and within as short a time as possible, they want to establish LivingKitchen as one of the leading international trade fairs for kitchen furnishings. The premiere in 2011 was a thrilling first step towards achieving this goal. Now it is a case of satisfying increased expectations in 2013 and enhancing the trade fair’s positioning in all markets by means of dedicated commitment and a variety of fine-tuning measures.
“It still gives us a great deal of pleasure to think back to the extremely successful start LivingKitchen got off to in 2011. But we obviously can’t afford to rest on our ‘laurels’. Thanks to our close collaboration with exhibitors, trade associations and dealers, LivingKitchen has certainly become a familiar name in Germany – not just for insiders, but for lots of interested consumers as well. We want to systematically increase awareness of the event abroad too, which is why we went on a worldwide press tour to talk to some of the most important media representatives from around the globe,” says Frank Haubold, Vice President Trade Fair Management.
The LivingKitchen team led by Frank Haubold and sales manager Eike Fuchs stopped by at a lot of individual events during the tour, including the “Kitchen & Bath Industry Show USA”, the “KitchenBath Shanghai” and the “ICFF” in New York. Here their priority was to conduct one-on-one talks with the journalists. The roundtables in Moscow, Vienna, Milan, London, Barcelona, Paris and Amsterdam, to which invitations were issued on a larger scale, were the culmination of this targeted pre-event communication drive and served to inform journalists about the current status of LivingKitchen 2013. They were for instance told about the very high level of registrations that have been received so far: 135 definite bookings, including almost all the leading kitchen furniture manufacturers from Germany and the Who’s Who of the global built-in appliances industry. All in all, Koelnmesse reached over 100 reporters in 16 countries.
“LivingKitchen is making positive news almost every day – which of course greatly increases the anticipation surrounding the second event in January 2013. It’s also important that we were able to present the parallel, very positive development being seen in all areas of the imm cologne. The response from the journalists is also more than satisfactory: many of them picked up on the new trade fair and published corresponding coverage,” says Frank Haubold, summing up the now completed worldwide press tour. “We’re definitely well on the way as far as the ongoing internationalisation of LivingKitchen is concerned; ultimately, that will also be reflected in the number of exhibitors and visitors from abroad.”