Royal Jaarbeurs gives face to organisation with new corporate campaign
Utrecht, 4 September 2023 - Today, Royal Dutch Jaarbeurs launches the campaign 'The world of Jaarbeurs'. The aim of this corporate campaign is to highlight the diversity of opportunities that Jaarbeurs has to offer. Both to its customers, visitors and potential employees. Jaarbeurs has chosen to give its own organisation a face by putting special stories of customers, visitors and employees in the spotlight.
More than just exhibition venue
Jaarbeurs is best known as an exhibition venue, according to recent brand research. Esther Driessen, manager corporate communications & PR: "Over a year ago, I stepped into the world of Jaarbeurs. I was surprised by the versatility, the endless possibilities and the constant drive for innovation and improvement. I was amazed by all the different people who visit Jaarbeurs. From camping enthusiasts to Lego fans, from doctors to motorbike mice, from teachers to music lovers. 'Jaarbeurs is much more than an exhibition venue,' I frequently exclaim. We want to show this versatility of possibilities and enormous diversity of visitors in a campaign that inspires, puts a smile on your face and invites visitors, organisers and new talent to step into the world of Jaarbeurs."
With this in mind, Jaarbeurs developed the campaign 'The world of Jaarbeurs'. With a new visual identity and a sharpened brand promise, the organisation is putting all its activities in the shop window. "What many people do not know, for example, is that in addition to the halls, Jaarbeurs also has inspiring conference and meeting rooms, each with its own character, and various online platforms," Driessen explains.
There is a story behind every portrait
Within the campaign 'The world of Jaarbeurs', Jaarbeurs uses powerful portraits of their own customers, visitors and employees. Each with their own message. This way, they show who Jaarbeurs is, what they do and what people can do at Jaarbeurs. The various portraits in the spotlight perfectly match the brand values: friendly, sustainable and innovative. Driessen: "From a portrait of our own chef who surprises our visitors with culinary delights to a portrait of an elf on the train on its way to Heroes Dutch Comic Con. And from an exhibitor presenting its latest building materials in a stand at the BouwBeurs to an event organiser inspiring its visitors with the latest fashion trends. It's all possible at Jaarbeurs."
Playing with verbs
With this image campaign, Jaarbeurs is targeting event organisers, visitors and potential employees. Jaarbeurs deliberately puts the focus in its expressions on the payoff, so that the organisation can play with all the activities it has to offer. Driessen: "At Jaarbeurs, everyone can 'meet, experience, undertake, discover and laugh'. We continuously use different verbs so that we respond to what our target group finds important." Driessen continues: "In the campaign expressions, we give a first glimpse into 'The world of Jaarbeurs'. On the campaign website, wereldvanjaarbeurs.nl/en, the story continues."
