The organization is shifting up into top gear for the 39th MCE – MOSTRA CONVEGNO EXPOCOMFORT, the leading international exhibition dedicated to residential and industrial installations, air-conditioning and renewable energy – organized by Reed Exhibitions Italia – scheduled for 18th – 21st March 2014, at Fiera Milano. MCE 2014 benefits from the excellent numbers recorded from the 2012 edition: 155,301 professional and trade visitors, with a 5.8% increase in foreign visitor numbers, and a gross attendance of 35,342 people, who made their way to the show from 136 countries. An outstanding result achieved at MCE 2012 further demonstrated by the success of the rebooking campaign, announcing that one third of the available exhibition space at Fiera Milano is already sold out in the four main areas of the exhibition: Heating, Cooling, Water and Energy.
Thus, everything is ready for the new creative advertising campaign entrusted to GRAMMA, a strategic visual communication agency and “type B” social co-operative that for more than 20 years has offered 360 degrees consultancy services ranging from visual identity to integrated communication, providing high-quality strategic support as well as structured flexibility approach. “The new campaign for MCE 2014 has been conceived" – declared Valentina Gabutti, president of Gramma, "giving a conceptual interpretation of the increasing integration and correlation among the four main areas: Heating, Cooling, Water and Energy, that play a fundamental role in the appeal of the exhibition”.
The concept behind the new communications campaign: “Global Comfort Technology” has been conceived by two creative people, Barbara Bottazzini, creative director, and Stefano Foresti, senior copywriter. A sphere with four layers each of a different colour, defining the distinctive elements which form the core of the full event, supported by the confluence of technology and innovation as a whole. An original integrated project characterised by multicolour abstract shapes distinguishing the four sectors of the exhibition.
The visual identity that constitutes an essential part in the strategic project conceived by Gramma, distinguishes ‘MCE 2014’ also through an accurate choice of chromatic mood and iconographic visual code.
We have immediately shared the concept proposed by GRAMMA “Global Comfort Technology” – declared Massimiliano Pierini, Business Unit Director of Reed Exhibitions Italia – because it synthesizes effectively the many-sided universe of our exhibition, highlighting the value behind research and technological innovation, mainstay of business strategy of those companies belonging to the four macro-areas of the exhibition. In particular, the creativity developed by GRAMMA for MCE 2014, represents the common thread running through the wide range of media commonly used in all editions of MCE: from both national and international advertising through traditional means, to the web and social media, and last but not least, all presentation materials and exhibition signage.
Furthermore, if you choose Gramma as your partner, you’ll also automatically become a supporter of some projects carried out by Corporate Social Responsibility. Thanks to a wide network of Consortia and Social Co-operatives, Gramma can manage particularly complex projects on Cause Related Marketing. Above all that, Gramma devotes itself to the training of people characterized by social disadvantage, in order to reintegrate them into the labour market. A great commitment for Gramma in synergy with Just a Drop, the charity event promoted by Reed Exhibitions Italia and MCE: a portion of the proceeds from customers invitations sales to Exhibitors will be donated for constructing pressure tanks and creating a Charco dam in Longido and Monduli districts in Tanzania.
All the latest updates on MCE – MOSTRA CONVEGNO EXPOCOMFORT 2014 are available on-line at: www.mcexpocomfort.it, together with Facebook MCE fan page and MCE profile on Twitter in real time.
For any further information please contact:
Flaminia Parrini, Reed Exhibitions Italia