The Place to Maximize:
Messe Düsseldorf Launches Comprehensive Image Campaign

Düsseldorf, May 15, 2025. With 20 leading global trade fairs, strong brands, and a global community, Messe Düsseldorf ranks among the world's top five trade fair organizers. It stands for international business, brings pioneering trends to life, and creates spaces for exchange, growth, and entrepreneurial success. It now underscores its position as a central business platform with a comprehensive image campaign under the motto “The Place to Maximize.”

“We see ourselves as enablers and bridge-builders between people and markets,” emphasizes Wolfram N. Diener, CEO of Messe Düsseldorf. “With our image campaign, we put the added value for our customers and partners front and center – and show that Messe Düsseldorf is where horizons expand, business grows, and visions become reality.”

The image campaign is also a key component of the gradual rollout of Messe Düsseldorf’s new brand identity, which has been redefining the company’s positioning since autumn 2024. “With ‘The Place to Maximize,’ we are presenting our new brand to the public on a larger scale for the first time – making it visible across all channels: modern, emotional, digital, and future-oriented,” says Dr. Andrea Gränzdörffer, Director Corporate Communications.

Emotional visuals with maximum appeal
The image campaign will run for six months until November 2025. Conceptually and visually, it is derived from the brand strategy and the new brand identity that is guiding Messe Düsseldorf into the future. Striking, dynamic visuals are designed to create an emotional appeal. They convey the message “The Place to Maximize” using bold colors and the distinctive Messe “m“ as a recurring design element. Futuristic imagery symbolizes energy and emerging potential.

“The Place to Maximize” is initially being launched as a paid media campaign featuring ads, banners, and placements across digital channels and print media. It is complemented by regionally focused out-of-home measures. Large-format posters on the trade fair grounds and in urban locations – including Düsseldorf Central Station – highlight the connection between Messe Düsseldorf and the city itself.

As the campaign progresses, it will be gradually expanded and refined – with a clear focus on target groups and consistent brand management. The aim is to further sharpen Messe Düsseldorf’s profile as a partner for those shaping the economy of tomorrow, and to enhance its emotional appeal. International decision-makers, potential and current employees, as well as the regional public, will be addressed directly and engaged over the long term – as part of a brand environment that inspires, connects, and helps shape the future.