• Antony Reeve-Crook

Mercedes-Benz and the story of the exhibitor becoming the show


(Article written for UFI LIve, November)

Exhibitions are singularly adept at gathering an entire market in one place for a short period of time. People pay good money to be in the mix when this happens, be it as buyer or exhibitor, influencer or influenced. The bigger the event, the greater the percentage of the international market in attendance.

The world’s largest motor show, IAA Frankfurt, is one event that truly gathers the global community, car lovers are just one part of the circus that gathers in the industrial Germany city for one week every September.

And this year one of the show’s leading exhibitors, Mercedes-Benz, took its involvement to a new level by partnering with the organiser behind the Texas-based South by Southwest (SXSW) festival for a standalone event that gave the brand maximum exposure to this audience on a scale I’ve not seen before.

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