can use the app when they are there to go through different adventures with their avatar and move on to higher levels The halls at Hamburg Messe will thus serve not just as exhibition space but also as a real life playing board Polaris is the name of the pole star which is very close to the celestial north pole and useful for navigation purposes The hope is that Polaris should be perceived as a shin ing star in the north at which the various communities can come together according to Aufderheide The idea emerged in a brain storming session based on the recognition that an event like this had previously been missing in Hamburg Polaris was initially just a working title As things progressed it be came clear that the name best described what was wanted And the star may one day shine on other parts of this Hanseatic city in the same way We imagine that in the medi um term the event will not just be restricted to the trade fair centre explains Aufderhei de www hamburg messe de PB 13 FOCUS TradeFairs Internation al 3 2022 Providing more of an experience Bernd Aufderheide president and CEO of Hamburg Messe und Con gress on formats with festival flair Festival inspired event concepts wouldn t necessarily have been conceivable at Ger man trade fair companies ten years ago What brought about this rethink I wouldn t describe it as a rethink it s more a case of just continually developing our ideas and then implementing them It s not just us in Hamburg who have recognised that our business ultimately has to be about more than just selling exhibition space Both visi tors and exhibitors increasingly want more of an experience a greater element of partici pation Consequently well organised events with the character of a festival enjoy great popularity How does an event like Polaris pay for itself We have a mix of revenue from sales of exhibi tion space and tickets as well as sponsorship Some of the event s highlights will be streamed live on our own Twitch channel for example and will thus have a significant digi tal reach which makes it more expensive to be included in the stream Companies can reach large numbers of people with their trail ers and secure a high level of visibility for their products They can thus be part of the event even without having an exhibition stand What are the expectations for this kind of format in the medium term Particularly when it comes to B2C events that have a young target group a personal con nection identification and the experience all play a big role An event like this is in compe tition not just with other trade fairs and con ventions but also with festivals amusement parks and in the online world with stream ing services We want to offer a physical loca tion where people with a shared interest can come together for three days make new friends and meet up with old ones Polaris Trailer Binnen zwei Wochen gab es über 1 8 Millionen Aufrufe in den sozialen Netzwerken und Videoportalen Polaris trailer Within two weeks it clocked up over 1 8 million views on social networks and video portals Ph ot o H am bu rg M es se Su pe r C ro w d R ca di a

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