White Label
Becoming part of Berlin Fashion Week
Task:
- Consulting, conceptual development, planning, organization and realization of the sourcing trade fair WHITE LABEL – MADE IN CHINA
Around 60 Chinese exhibitors presented their products for womenswear, menswear, kidswear and accessories at the WHITE LABEL.
Realisation:
For the Beijing-based Chinatex Advertising & Exhibition Co. Ltd. DIE PR-BERATER developed the overall concept for a sourcing trade fair for clothing that took place during the Berlin Fashion Week (BFW). The goal was to make the new trade fair a part of the BFW. The agency developed the name, design and marketing of the new trade fair to match Berlin and its flair. The new WHITE LABEL took place from 4 to 6 July in the Max-Schmeling-Halle. The fair gave trade visitors the opportunity to establish direct contact with Chinese suppliers.
The design of the stands and the décor of the Max-Schmeling-Halle followed a consistent line that created a high quality image for the new ordering platform. DIE PR-BERATER were also responsible for all the other areas of implementation such as the website, visitor acquisition, visitor management and advertising. Around 600 guests visited the premiere of WHITE LABEL.
WHITE LABEL is due to take place in 2013, but this time in Berlin-Mitte and open to exhibitors from all around the world.
Becoming part of Berlin Fashion Week
Task:
- Consulting, conceptual development, planning, organization and realization of the sourcing trade fair WHITE LABEL – MADE IN CHINA
Around 60 Chinese exhibitors presented their products for womenswear, menswear, kidswear and accessories at the WHITE LABEL.
Realisation:
For the Beijing-based Chinatex Advertising & Exhibition Co. Ltd. DIE PR-BERATER developed the overall concept for a sourcing trade fair for clothing that took place during the Berlin Fashion Week (BFW). The goal was to make the new trade fair a part of the BFW. The agency developed the name, design and marketing of the new trade fair to match Berlin and its flair. The new WHITE LABEL took place from 4 to 6 July in the Max-Schmeling-Halle. The fair gave trade visitors the opportunity to establish direct contact with Chinese suppliers.
The design of the stands and the décor of the Max-Schmeling-Halle followed a consistent line that created a high quality image for the new ordering platform. DIE PR-BERATER were also responsible for all the other areas of implementation such as the website, visitor acquisition, visitor management and advertising. Around 600 guests visited the premiere of WHITE LABEL.
WHITE LABEL is due to take place in 2013, but this time in Berlin-Mitte and open to exhibitors from all around the world.
Uniform design
Task:
- Development of a uniform design solution for the WHITE LABEL
DIE PR-BERATER developed a uniform and consistent design concept for WHITE LABEL that generated a high recognition factor.
Realisation:
The design is simple and streamlined. A clear design with a black typeface on a white background visualized the trade fair’s name WHITE LABEL. A Chinese symbol combined with a touch of red reflected the focus of the trade fair in 2012: MADE IN CHINA. With the simple color scheme and clean forms, the agency emphasized the reliability of the trade fair and the high quality of the exhibitors.
Registration and administration platform
Task:
- Conceptual development and creation of the WHITE LABEL website as an information, registration and administration platform for visitors and exhibitors
Realisation:
DIE PR-BERATER developed a website for WHITE LABEL designed to provide exhibitors and visitors with a broad overview of the new sourcing trade fair in Berlin. Exhibitors and visitors could easily log into the site and get additional information about the event. The clear navigation granted users fast access to the hall plan, opening times, travel info, exhibitor catalogue and much more. DIE PR-BERATER also created an interactive exhibitor catalogue that trade visitors could use to directly find suitable exhibitors according to their own product and material specifications.
Trade visitors were able to register online. Once registered, guests automatically received an e-ticket for the trade fair. DIE PR-BERATER thereby ensured a user-friendly registration and a quick check-in to WHITE LABEL.
A topic throughout europe
Task:
- Promoting and establishing WHITE LABEL as a major trade fair in trade magazines
Realisation:
To establish WHITE LABEL as a major international trade fair, DIE PR-BERATER developed a press and media relations strategy. Alongside major fashion centers such as France and Italy, 15 additional European countries received information about the trade fair on a regular basis. This included press releases on the launch and start of WHITE LABEL, the publication of the exhibitor catalogue, and a review of events after the successful premiere as well as interviews with the fair organizers and extensive background information. With this variety of themes, DIE PR-BERATER succeeded in achieving numerous publications in international media.
Europe-wide ad campaign
Task:
- Development of a Europe-wide advertising campaign for WHITE LABEL
Realisation:
DIE PR-BERATER developed and launched a Europe-wide advertising campaign prior to the start of WHITE LABEL. Sequentially structured ad motifs always reflected the colors of the logo. The motifs were used both in print and online and were integrated in animated banners that linked to the WHITE LABEL homepage.
The agency also adapted the ad motifs in a national and international direct mailing campaign.
Subscription for weekly updates
Task:
- Regularly updated information for visitors and interested parties of the WHITE LABEL in the form of a newsletter
Realisation:
Visitors, exhibitors and interested parties could subscribe to a German or English newsletter on the WHITE LABEL website. DIE PR-BERATER created a total of six newsletters and sent them out at weekly intervals. Alongside updates on the current status of the fair preparations, the newsletter provided detailed information about the exhibitors.