The MECC Maastricht in The Netherlands is launching a new international marketing campaign to align with its new €49m expansion, beginning in June.
The campaign will come courtesy of Eindhoven advertising agency Megawatt. Its aim will be to convince the target market – organisers of congresses, trade shows and events – that the MECC Maastricht is the best choice for events.
MECC Maastricht’s current campaign ‘Beyond Boundaries’ served as inspiration during the development of the campaign.
The new campaign is titled ‘we are the event’, and focuses on presenting the venue as a unified provider of many different services.
TEFAF, the largest international art fair, has been held in MECC Maastricht for 32 years now, and played a metaphorical role in the campaign. The MECC Maastricht employees are portrayed in a painting hung on the wall in museum-exhibit fashion, in the middle of MECC Maastricht’s largest hall.
Simon Coolen, Creative Director at Megawatt, commented: “In developing the creative concept, we asked ourselves how far we could go for our client. We concluded that allowing them to personally experience what it would be like to be hung on the wall like a work of art before an art fair was far enough.
“We are grateful for the creative freedom and trust that MECC Maastricht have given us to develop this bold, stylish and unconventional campaign.”
Frank Mimpen, MECC Maastricht Commercial Director, said: “The people of MECC Maastricht are the ones who make the difference in your experience as a client or guest. They go beyond clients’ expectations, providing them with an above-average experience as a result. We delve deep into the wishes and demands of event organisers.”