EXPOTECHNIK

Five-year framework agreement for Nestlé trade show presentation

Taunusstein, February 2011.
Expotechnik Group has won Nestlé as a new customer by asserting itself in a pitch against four competitors. Based on a five-year framework agreement, Expotechnik Group will realize trade show presentations for the world's leading food company as of 2011. Nestlé consciously places its bets on the service provider for three-dimensional brand presentations and trusts in its professionalism in the execution of about 30 national and regional trade shows.

Objective of the brand communication is to increase the personal contact with customers in three different presentation areas – new products are presented to customers and dealers in a most appealing way. The trade show presentation is based on a scalable concept: it is designed for booth sizes from 32 to 175 square meters. Large-scale media walls provide a clear structure for the different areas and form the basis of the booth. Live cooking events make the Nestlé brand a three-dimensional experience for visitors: at a high-end cooking station, chefs turn Nestlé products into delicious meals and give valuable advice on nutrition. In addition to the conventional product presentation, the aim is to strengthen the brand image and improve the visual effect from a distance.

The brand architecture of the individual trade show concept is adapted to Nestlé's language of shapes in every detail: round, wave-like elements dominate the booth design. Large brand walls, communication tables and the entire furniture reflect the round shapes in an authentic way. Indirect lighting dominates the lighting concept. Product novelties are staged in a high-quality way on back-lit platforms close to the audience. To provide the brand with an optimal visual effect from a distance, the booth construction integrates extensive backlit elements with large company logos. The visitor's emotions are engaged by the harmonious interplay of graphics, shapes, colors and lighting creating a warm atmosphere in the brand space.

Nestlé, the word's leading food company, is represented in more than 80 countries. With about 13,000 employees, Nestlé Germany is the third biggest country market of the company. The well-known brand portfolio includes brands such as Mövenpick, Nescafé, Thomy and Maggi.