NL – After 15 years at the Jaarbeurs in Utrecht, the PromZ that is organised by the Dutch company Het Portaal has now been relaunched: The PromZ.live was staged at the Ahoy Rotterdam from May 10-11, 2017 for the first time. The change of name and location was accompanied by a new event concept, which Het Portaal implemented with great attention to detail: In line with the motto of the show “Amaze your senses“ the visitors – buyers and marketing decision-makers from the industry – were initially guided through a kind of “obstacle course for the senses“. There were several special interest segments at the show itself, which were integrated into the exhibition – the Gadget Zone, the Specialists’ Place, the BrandZ Pavilion, the Machine Park, where individualising techniques were demonstrated, as well as the Campaign Marketing Place. In total, 199 exhibitors (2016: 198), including promotional products agencies and suppliers, brand companies and specialists from related marketing disciplines exhibited at the fair.
Haptic advertising experts held lectures on sustainable corporate strategies, sales and marketing on both days of the show in the Seminar Lounge. A remarkable feature was that the lectures were held as “Silent Seminars”: Instead of loudspeakers, armchairs with earphones were provided so that the exhibitors at the nearby stands were not disturbed. Last, but not least Het Portaal conferred the “Promotional Product of the Year“ award at the show, here it had been possible to submit votes online in the run-up to the show. The winners: Bloom Your Message, XD Design, De kerstmarktspecialist, Xapron, The Notepad Factory and Windblocker International.
According to the official figures, in total 4,095 visitors attended the event (2016: 4,901), whereby the highest attendance was registered on the second day. According to Het Portaal CEO, John Swaab, the relocation from Utrecht to the Rotterdam region proved successful: “50% of the visitors came from the strong economic region, Zuid Holland, previously the percentage was only around 15%. An interesting fact was that over 90% of the visitors already registered in advance.”
The details for 2018 are not yet finalised, but are due to be announced soon.
// Michael Scherer
Photos: Michael Scherer, © WA Media