The assignment
In 2010 Stockholmsmässan (“The Stockholm Trade Fair”) launched a new wing and wanted to reaffirm itself as the leading meeting place in the Nordic region. The inauguration was to position the fair/congress hall as a flexible, vigorous and modern facility and an innovative company.
The solution
A global study on the subject “Meetings of the future” was carried out in collaboration with the Stockholm Visitors Board. The inauguration itself attracted almost one thousand guests from selected target groups. The “Beyond” theme was dramatized in unprecedented ways, one of them a megafreeze-flashmob that was documented and shared on YouTube. The inauguration was followed up with, among other events, an interactive conference that brought to life the results of the global study.
The result
A benchmark measurement was carried out before the event. It indicated a 23,4 percent perception of Stockholmsmässan as being “innovative” (the objective was 10 percent).