Looking to the Future and Globalism Central to Cevisama 2011 Campaign Creative
Valencia, Spain – Cevisama 2011, the International Fair for Ceramic Tile, Natural Stone and Bathrooms has centered the creative for its promotional campaign on the future and the intent to draw international visitors. The next edition of the fair takes place from February 8-11, 2011 and, continuing the visual elements introduced last year, uses a human figure.
Cevisama is the Spanish ceramic tile industry’s major annual tradefair and is managed in part by ASCER (Spanish Ceramic Tile Manufacturer’s Association) and ICEX (Spanish Institute for Foreign Trade). These organizations are responsible for promoting the Tile of Spain brand worldwide.
International visitors are the core target of the Cevisama 2011 campaign creative. Tradefair organizers hope to attract visitors who seek out big ideas, new designs, innovation and the cutting edge in interior design, architecture and public spaces. The new campaign tagline, “Come and you will see the future” was developed to complement last year’s message of “Home Skin”. The new image reinforces an emotional aspect alongside its commercial function. Cevisama 2011 aims to anticipate consumers’ needs and to exact emotions and sensations from consumers when they visit the fair.
The 2011 edition of the far is billed as more than a mere trade exhibition. Cevisama has become the platform for a number of sectors to promote the latest products and technology and to pursue one very clear aspiration: owning a large portion of the international market. Cevisama exhibitors and visitors travel from around the world to gain key insight into the ceramic tile industry. Fair organizers perceive this global mindset and attraction as a value that has driven change and decision-making in how they reach out to its target audiences.
Cevisama’s new campaign emerged from this shift in positioning and defines its strategy for the coming years. “Home Skin”, the show’s new persona is part of a far-reaching, rigorous marketing plan that reflects a commitment as a major annual tradefair. Its platform covers areas such as innovation, the cutting edge, creativity, trends, fashion, internationalism and companies’ visions for the future.
The Spanish Ceramic Tile Manufacturer’s Association (ASCER) is the private organization whose primary objective is to support Spain’s ceramic tile manufacturers and the industry as a whole by stewarding and promoting the Tile of Spain brand worldwide. A strong global leader, the ceramic tile industry of Spain comprises 220 manufacturers concentrated primarily in the province of Castellón. For more about tile produced in Spain, contact Tile of Spain Center at the Trade Commission of Spain, 2655 Le Jeune Road, Suite 1114, Coral Gables, FL 33134. Call 305-446-4387 or visit tileofspain.com.