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Exhibition communications: from a poster to WeChat

Published on 10/17/2016 by
Messekommunikation früher und heute (MCH Group)

The first Muba in 1917 was a great success with the public, due not least to its professional advertising. Today, one hundred years later, there have been major changes in communication.

The first Swiss Sample Fair in 1917 was one of the few non-military events with nationwide appeal that was staged while the First World War was running, marking a contrast to the drabness of wartime. In the light of the suffering in Europe, however, the organisers refrained from engaging in exuberant festivities. Muba 1917 was nonetheless a great success with the public, due not least to its professional advertising.  The so-called Muba propaganda committee compiled posters, adverts, press releases and lectures, and launched a broad-based advertising campaign with these in the run-up to the Sample Fair.

A fair office at the railway station 

The first Sample Fair brochure was published in French, German and Italian in October 1916 already, and, as of November 1916, the propaganda committee published a Sample Fair newspaper every two weeks. In addition, a Sample Fair office was opened on the square in front of Badischer Bahnhof railway station. An illustrated Fair Guide provided information on the organisation, the venues and the exhibitors at the first Muba. Two days before the fair opened, the organisers staged a grand reception for the Swiss press, with around 70 press representatives attending back then.  

In  several languages and with different variants for selected target groups

Today, one hundred years later, there have been  major changes in our exhibition communications: each of our trade fairs and consumer shows in Basel, Zurich and Lausanne, and each of the MCH Group's subsidiaries and locations communicates via a whole range of different channels. Those in charge of communication produce brochures, adverts and posters, flyers and printed matter for events, generally in  several languages and with different variants for selected target groups. Online communication is becoming increasingly important for our exhibitions and events, and this is being used more and more to supplement the "classic" communication media. Today, the MCH Group is present online throughout the world with 47 websites, 11 exhibition-specific apps and three blogs. The exhibitions similarly communicate via 75 social media channels – including Facebook, Twitter, Instagram, WeChat, Google Plus, LinkedIn, Xing and YouTube – with around 2 million fans. Moreover, the social media channels also include Weibo, the Chinese Facebook, where the Baselworld watch and jewellery show and Art Basel communicate with their fans. 

By the way: You can see the Muba posters for the past 100 years here.

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