Automechanika to cooperate with the ‘Reifen’ tyre fair

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In terms of content, the two fairs have always belonged together. Now, they have also joined forces in organisational terms – the 'Reifen' tyre fair in Essen and the Automechanika in Frankfurt am Main have agreed to cooperate.

That tyres and automotive parts belong together is obvious. Therefore, Automechanika and 'Reifen' agreed to work together at the end of May. One of the highlights of this cooperation agreement has already been decided: attractive package solutions for exhibitors.

Both fair and exhibition companies, Messe Frankfurt and Messe Essen, want to take advantage of national and international synergies for their sales and marketing activities. Thus, Automechanika and 'Reifenmesse' will be closely linked from 2016. This is all the more worthwhile given that both events are the unrivalled leaders in their individual fields and already rank among the most international trade fairs in Germany. 70 percent of exhibitors to 'Reifen' and 80 percent of Automechanika exhibiting companies come from outside Germany.

A decisive benefit of the new trade-fair collaboration will be the joint sales and marketing activities of the two heavy-weight events. Thus, 'Reifen' organisers, Messe Essen, plan to provide extensive help for their exhibitors to take part in Automechanika fairs at important venues such as Chicago, Dubai, Istanbul, Moscow and New Delhi. "Our exhibitors will profit from the new markets we open up for them. At the same time, we will strengthen the bonds of customer loyalty. And further increase the degree of internationality in Essen by making the tyres better known outside Germany", says Oliver P. Kuhrt, Chairman of the Management Board of Messe Essen.

Through the new partnership, Messe Essen aims in particular to promote the 'Reifen' tyre fair on the international plane. After all, it is the only event of its kind to fully cover the tyre value chain. Now, the company wants to benefit from this in international terms, too.

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