Amadeus, global leader in technological systems of services for business travel, a recognized leader especially appreciated by their primary audience of tour operators and travel agencies, starts a strong partnership with IAKI: from the Experiential Marketing at trade shows to the creation of a relationship of customer engagement.
Lualdi Franco tells us about the fair BMT in Naples.
AMADEUS – Experiential Marketing
AMADEUS – Experiential Marketing

What were Amadeus’ goals with this fair project?
Amadeus has asked us to personalize the stand created for BMT at the Naple fair, focusing on the brand heritage and three flagship products. With the aim of increasing the brand awareness among operators and buyers in the sector.
What was your first step to build the strategic approach?
We started by analyzing the products and the relationships between brands and audiences. Amadeus, a leading industry also talks to small and medium companies offering high-tech and tailor-made solutions. We walked in their shoes and wondered what the visitors to the fair would have expected. For this reason we did the opposite. IAKI opted for an unconventional idea employing the Experiential Marketing in a whole new perspective. From this the slogan “Together is better. So you have time for a coffee” was born, that has totally embraced the soul of the brand and customer proximity.
And the second step?
Coherently with the concept of intimacy that characterizes the relationship between Amadeus and their customers, we have made use of the unique experience of Amadeus products through the staging of the brand as if it were a play that involved guests of the fair on a personal level, intimate, unconventional.
Now the curiosity increases. And what did you arrive?
We said ourselves Naples, besides being an important stop for the operators of international tourism, is also the birthplace of coffee. The preparation, care and attention related to the “drink of the gods” is exactly the same as the one Amadeus puts in his mission. So IAKI has designed a project of Experiential Marketing from the idea of having a stand-flavored coffee that snatched passers-by and would make them be “dreaming”. IAKI created this creative concept in order to make unique and empathic the viewing experience of Amadeus products. So in the meeting of the stand, in addition to knowing Amadeus consultants, guests were able to enjoy a good cup of steaming coffee. A common gesture, traditional, everyday, simple, just as the solutions proposed by Amadeus. In the demo guests have seen at first hand the three products of the brand and the whole communication adopted a language totally adherent and “mixed” to the world of Amadeus.
03 April 2012