Tracing its origins back two centuries, to Munich, all the merriment of Oktoberfest came to Frankfurt this year. Hesse’s largest shopping mall hosted its very own Oktoberfest – organized by ITMS.
From 10 to 17 September, the Bavarian festivities were at the center of the shopping experience at Main-Taunus-Zentrum (MTZ). With a varied program and thousands of daily visitors daily enjoying the atmosphere, shoppers also had the chance to get up to speed on the Fall 2016 trends in fashion, accessories, food and drink.
The opening ceremony was marked by a traditional beer cask tapping in the shopping center’s Grand Exchange. A number of honored guests from politics, industry and the local region, as well as guest star and FFH radio presenter Evren Gezer, were in attendance to follow the events on stage. In the nights leading up to the event the agency’s team pulled out all the stops to arrange the elaborate decorations and stage equipment for an authentic ambience at the shopping center’s main square.
Throughout the Oktoberfest period, MTZ shoppers could experience a wide range Bavarian culinary delicacies and a program of non-stop entertainment. This featured varied, typical Bavarian live music as well as first-rate fashion shows, in which many of the mall’s 170 shops presented their latest collection highlights in a traditional Oktoberfest setting.
The concept did not end on the runway alone. Numerous promotions were to be found throughout the mall under the Oktoberfest campaign, where large floor stickers marked the way. This enabled visitors to easily track down what they had seen, or become inspired while strolling, and ensured a tailored experience for the festival. ITMS was responsible for the entirety of the planning and execution of the one-week program. The agency’s event team conceived not only the various program points and infrastructure, but also handled the coordination and communication with the participating shops involved in the different events and promotions. As the Bavarian’s would say “Oans, zwoa, g’suffa!” (for the rest of us: one, two, drink up!”).