Show to promote links with city to attract international visitors.
German jewellery trade show Inhorgenta is planning to more closely associate itself with the city in which the annual exhibition takes place.
The show is planning to rebrand itself as Ingorgenta Munich in 2014 and will revamp the interior of the show to more obviously promote its links with the historical German city. It also plans to run special events and PR activities that will focus on the city.
Inhorgenta product manager Renate Wittgenstein said: "Munich is one of the most famous, best loved and most charming cities in the world. Our goal is to make better use of the excellent image and attractiveness of the city for the trade show, particularly as regards international competition."
The first signs of the new branding will be visible at the next show, which takes place in Munich from February 10 to 13, with the installation of an Inhorgenta Munich-branded lounge.
Plus, celebrity chef Holger Stromberg, who cooks for the German national football squad, will be running a restaurant and bar in Hall B2 offering fare that claims to be much more of a culinary delight than that usually found at trade shows.