Koelnmesse and the German Tyre Retail and Vulcanisation Trade Association (BRV) have announced the decision to rethink the structure of THE TIRE COLOGNE 2021 trade fair and adapt to the new requirements prevalent since the start of the coronavirus pandemic, creating a hybrid event combining a smaller than usual physical event with a new digital element called TTC@home.
Koelnmesse and BRV Rethink Structure for 2021 Event
THE TIRE COLOGNE 2021 will be carried out in two strands taking place parallel with one another. The physical event will be more compact than usual, taking place in halls 7 and 8 with an event programme focused on content. In order to adequately address the current challenges facing all industry participants, the stand areas will be limited to a maximum of 150 m², although additional capacities will be offered by the “Lead Café” – consultation rooms that can be used flexibly.
Oliver Frese, Chief Operating Officer of Koelnmesse explained; “We are more than prepared to carry out trade fairs safely and successfully for all participants, and to thus provide urgently needed impulses for the further development of the industries concerned. THE TIRE COLOGNE 2021 will be a “hybrid trade fair” and thus differentiates itself from the previous, classic trade fair format. The compact presence trade fair will be supplemented by a digital element, the TTC@home. This format ensures that industry participants from around the world, whether exhibitors or trade visitors, can exchange ideas live in Cologne or digitally via a platform developed specifically for this purpose.”
The digital platform developed by Koelnmesse, on which the TTC@home digital trade fair components are realised, is “state of the art” and is already currently being used successfully at DMEXCO, the largest trade fair for digital marketing & advertising in Europe. “Digital” exhibitors can in this way present their products as photo and text information within the exhibitor showrooms and increase the attention their company attracts by embedding video content. Content on products and companies can be presented in digital panels or conferences to a circle of interested parties and of course in greater depth via special networking functions in chats or digital meetings.
In addition to a large number of additional tools, TTC@home aims to provide support in addressing new visitor target groups and is at the same time the basis for a sustainable community platform that will continue to exist beyond THE TIRE COLOGNE 2021. This is because the content will remain permanently available following the event.
All exhibitors at THE TIRE COLOGNE 2021 will receive a digital basic package at no charge, in order to also be able to communicate with international industry participants worldwide in addition to the physical encounter in Cologne.