drupa 2008 To Feature “drupacube” For Print Buyers
For the first time, drupa 2008, print media trade fair, will offer a special event for print buyers: the drupacube. Just as in the other 19 exhibition halls, the spotlight at drupacube will also be on printed products, with one key difference: at drupacube, the focus will be on marketing-driven applications for printed products; the technology that makes this possible will play a secondary role. This gives marketing and publishing directors, production managers, account executives and creative directors the possibility to get a compact overview of the potential of printing in the marketing mix. “With this tool, we intend to attract print buyers to drupa in greater numbers. Undoubtedly, many of the exhibitors also have products catering to this target group. But at a technology trade fair such as drupa, this type of information is often in danger of being overshadowed,” explained Manuel Mataré, drupa project director. “The drupacube acts as a portal for print buyers by providing concise infotainment on everything concerning print communications and directs them to the exhibitors’ stands.”
The drupacube will feature symposia and workshops on a variety of topics, each day dedicated to a specific topic (for example one day will be dedicated to newspapers and/or magazines, another day to direct marketing, catalogues and corporate communications). Also planned are cross-sector symposia addressing themes such as brand protection, green printing and the relationship between the arts and print. “We plan to engage people in the topics they have to deal with every day,” commented Mataré. To ensure this, the relevant associations have been asked to assist with the planning and design. The following associations have already committed to the project: the German Direct Marketing Association (DDV), Forum Corporate Publishing (FCP) and the media production association (f:mp). Newspaper, magazine and free sheet publishers have also given their support to the concept. In addition, the drupa organizers are consulting with numerous drupa exhibitors on how their print-buyer-relevant information can be combined with the presentations in the drupacube.
The drupacube will be located in a pavilion off the fairgrounds but in its immediate vicinity, in front of the Congress Center South. The site of the drupacube sets it apart, making it clear that it serves as a separate access point to the trade fair for a specific target group. Integrated into the regular trade fair activity, it would have become another stop along the way instead of a portal.
The layout of the drupacube will make it possible to celebrate each of the print segments individually. During the day, new production technology for catalogues can be explored and at night, a party for those in charge of catalogues can be staged. This event concept can only be realized off the fairgrounds. By providing not only information but also stylish entertainment, the drupacube ties in perfectly with the city of Düsseldorf and its innovative Media Harbour.
Visit www.drupacube.com for more information. For information on visiting or exhibiting at drupa 2008, contact Messe Düsseldorf North America, 150 North Michigan Avenue, Suite 2920, Chicago, IL 60601. Telephone: 312-781-5180; Fax: 312-781-5188; e-mail: info@mdna.com or visit www.mdna.com
