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Brand turnaround for ALNO AG full speed ahead. ALNO is blazing new trails in brand and trade-fair communication. Using an open booth concept on 550 m² at the EUROCUCINA 2010, ALNO is providing an effective space for visitors to encounter the brand. The almost 20 meter wide, spectacular projection is the primary design element conveying the innovative nature of the brand. Impulses are provided by a twelve-minute long film playfully incorporating with nautical elements. The overall concept is topped off by cross media communications using the corporate design, from invitations to the microsite, all sporting the maritime look. The highlight MARECUCINA is skillfully put center stage and arouses curiosity with the help of marketing instruments like the brochure inspired by nautical maps, the log book as a give-away and direct mailing as messages in a bottle. Thanks to this successful booth concept as well as consistent communication of the brand turnaround, the number of trade visitors almost trebled compared to EUROCUCINA 2008, letting ALNO AG pick up more speed.
Torben Kasimzade (Director Corporate Marketing)
Martin et Karczinski
TMS Trademarketing Service GmbH
Messekonzept und Microsite
Frankfurt a. M., Germany
Jennifer Ußner (Konzept, CD) Alexander Heinrich (CD) Ole Wiemeler (Designer)