01. 15. 2019 News

New Concept for Bridal World Convinces From Start to Finish

There are countless things involved in wedding planning for both the bride and the groom. Many couples make an exact list from the outset so that nothing gets forgotten.

Which wedding gown should I choose? Which hair style will work best? What rings to buy? Party tent or banquet hall? Registry office and church or professional secular officiant? Horse and carriage or limousine? At this year’s Bridal World | Bad Nauheim, exhibitors from all over the region provided answers to all these questions and much more. For a 13th consecutive year, organizer BestEvents by ITMS Marketing yet again succeeded in putting on a great show. A record number of exhibitors and more visitors than ever were drawn to this year’s wedding fair in the stylish ambience of the Dolce hotel in the town’s famed English spa gardens.


Observe traditions but dare to be bold
One should not always rely only on the tried and tested, but also dare to undertake something new. Never afraid to experiment, event impresario Carolin Pascal and her show team decided to introduce new innovations as part of its agenda this year. For the first time, Bridal World opened its doors on Saturday evening to host a wedding night party which included live music, drinks and cocktails, snacks and fashion shows. Exhibitors and visitors were overly impressed by this new and spectacular opening gala. The peculiarity of a new concept is to leave known territory and to take the step into uncertainty. If you don’t dare, you don’t win.


The focus of the marketing communications strategy was fully on social media this year, resulting in broader reach, more engaging content and greater interest. The agency’s online specialists set up a new account for Bridal World on Instagram offering followers a virtual experience of the event, including a live stream of a highly-anticipated fashion show on Sunday. Other successful features included individual portrayals of each of the fair’s exhibitors. Each exhibitor was presented in a full-length story in the weeks leading up to the fair. The anecdotes offered plenty of inspiration for interested potential visitors.


An annual highlight is the wedding sweepstake with prizes totaling over 3,000 euros, which were raffled off among all the visitors at the fair. In addition to long-standing regulars, the event organizers were also able to bring in new exhibitors on board. More than 50 exhibitors displayed their products and services from a very broad mix in the industry.


Wedding planning made easy
“We are delighted to yet again be able to offer our visitors a large selection of regional and national exhibitors “, said Pascal, Director of BestEvents by ITMS Marketing. “In addition to the regular repertoire of long-standing regular exhibitors, we once again featured innovative newcomers who inspired guests with modern and new ideas. Above all, we wanted to offer our visitors a special highlight and put on a wedding night party for the first time on Saturday night. We were delighted to see that the new concept was such a hit with both exhibitors and visitors,” said Pascal after the successful two-day fair.


After the fair is before the fair
The clocks didn’t stop once the current fair ended. The countdown for next year’s show started straightaway; preparations and planning for 2020 began immediately. New trends will be identified throughout the year, potential exhibitors need to be sorted, the fair’s portfolio will be expanded, and new strategies have to be developed. The challenge of organizing a wedding fair: There’s no reason for visitors to revisit a fair after they’ve gotten married. New visitors must be targeted and attracted for the fair every year.


At an event like this, the whole agency comes together. In addition to the ongoing press and social media work and event organization, many planning and creative meetings were on the agenda. The task here was not only to develop strategies to drive the new concept forward, but also to implement them visually and textually. The big advantage for a full-service agency such as ITMS – the talent and expertise to handle every aspect of such an operation are all under the agency’s roof.


Make sure to check back here or under www.hochzeitswelt-bad-nauheim.de to find out the latest from Bridal World | Bad Nauheim.