March 1, 2016

photokina 2016: Imaging unlimited - New concept, new campaign

Photokina 2016
20 - 25 september 2016

A good eight months prior to photokina, the leading international trade fair for the entire photo, video and imaging branch, the organisers present a new concept and a new campaign for the show. Under the claim of 'Imaging unlimited', photokina should continue developing into a content and solution-oriented event. "photokina stands for the unlimited possibilities of imaging. Thanks to smartphones and tablets, new target groups of image enthusiasts are arising which we want to reach with the concept", according to Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH. "The concept exploits the full potential of the imaging branch and offers chances for sustained growth in the changing imaging environment." The Photoindustrie-Verband e.V., co-organiser of photokina, is just as convinced. "With the reorientation and the focus on future-related themes and strategic growth areas of the industry, we have set the course for the expansion and reinforcement of photokina as a leading international show", says Christian Müller-Rieker, managing director of the association. The concept is initially visible in the form of the new advertising campaign, which convinces with a fresh and dynamic presence. The colour world and the key visual express this with strong visuals. The new presence can already be seen online at The new advertising presence is flanked by PR measures, social media promotions and events that have already been presented in an attention-getting fashion in the city of Cologne prior to the trade fair.

Photography and filming take place everywhere and all the time these days. Anyone with a smartphone, a tablet or, of course, a camera can record his world without limits in unusual and exciting images. photokina expresses precisely this with 'Imaging unlimited' and the new key visual. The colour world in red and cyan lends the event a dynamic, fresh appearance. The two colours contrast one another and generate maximum brilliance and colour effect through this contrast. The field of tension underlines the limitlessness of the "Imaging unlimited" claim. The campaign and the claim were developed and realised by the Webguerillas agency in Cologne.

In order to communicate the new concept of photokina to a broad public and make the show a more intense experience, events in the city and at photokina, as well as new themes are planned. In live performances, in the Copter World or the Action Hall, visitors have the possibility to themselves become part of "Imaging unlimited" and try out new camera, film and photo technologies and techniques. The theme of moving images becomes an area of focus in the context of a short film festival and through cooperation with influencers from the branch, for example, AlexiBexi, familiar from YouTube. The city of Cologne will also celebrate the show with a photokina festival in the form of photo promotions, workshops and major projections.


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