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.
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.
Experiential Marketing needs always a twist, yours?
IAKI wanted that the Amadeus booth stood out, that it was seen and not only “felt”, with a great stopping power for all the guests of the fair. To do this, set aside the obvious choice of the blue logo, we colored the stand with a strong magenta. This color is in the brand identity of Amadeus, chosen by IAKI because it’s fresh and distruptive against the “stiff” colors of the industry. The senses were fully met in an unconventional way, deliberately out of line for the context.
Why Esperiential Marketing?
IAKI long-term knowledge of Experiential Marketing made possible an approach linked not only to the technicalities, but also to the emotions, relationships, feelings, all of which have led IAKI to think of a booth that offered an experience of knowledge cocooning and qualifying, beginning first from the people.
How did you deal with the integration between the channels?
It was a perfect example of integrated communication, because in addition to the stand, a powerful way to communicate Amadeus strategy, IAKI has created an online advertising strategy in support, through a series of banners on the website of the brand, and btl Print communication in magazines, and a dedicated mailing that invited the public to try Amadeus products and have coffee with his advisors. IAKI has enhanced the strengths of the brand in any context, in a unifying view of brand values and product.
How did you coordinate different project elements, such as events and the web?
We have always been an extremely integrated agency, just like our communication operations. Operations designed by specialized units with specific knowledge, but all working on the same project and all united by the same passion and vision: to create engaging ideas for the brands of our clients. This is the soul of IAKI, also expressed in its payoff “customer engagement.”