The interzum in Cologne is the world’s largest trade fair for suppliers to the furniture industry and interior design. From the 5th to the 8th of May 2015 it provided a perfect presentation platform for four MSWW customers: Lehmann, the Minden-based furniture lock manufacturer, Resopal, the surface specialist for interior-, furniture- and facade design, Polyrey, the French HPL- and compact-panel manufacturer and Samet, the Turkish fittings manufacturer.
MSWW started on the accompanying PR work back at the beginning of the year: consulting with our clients to decide on the new products that would be going on show, putting together preliminary reports for the trade press, providing for the booking of digital press boxes and assisting with publicity for the internationally recognised interzum award.
Press invitations as well as writing product- and business press releases for the digital, multilingual press kit provided the focus of the other work that needed to be done in the run-up to the industry event. MSWW published all press releases and their foreign-language versions in its Internet media archive and in its clients’ on-line press kits on the exhibition’s website where they were available for downloading at the start of the show.
At the start of the trade fair, the international press tour organised by Koelnmesse also included visits to the stands of the new client Polyrey and the lock-specialist Lehmann. During the interzum, MSWW attended to journalists on the client stands. In the course of follow-up activities after the exhibition, MSWW sent the press documentation to journalists who had not been able to visit a stand and monitored the response from the media. This was then evaluated in detail and made available to the client as documentation and as a working basis for further media activities.