THE TIRE COLOGNE 2021 will be a transfer event on the way to a new future. Koelnmesse and the German Tyre Retail and Vulcanisation Trade Association (BRV) have grasped the current crisis as an opportunity to rethink the trade fair philosophy of THE TIRE COLOGNE and adapt to requirements that will certainly be different from those prior to the corona pandemic. “One thing is certain: trade fairs will remain indispensable. Only here can direct personal encounters for the maintenance of existing contacts and the initiation of new business opportunities be assured with precision and certainty”, according to Oliver Frese, Chief Operating Officer of Koelnmesse. “We are more than prepared to carry out trade fairs safely and successfully for all participants, and to thus provide the so urgently needed impulses for the further development of the industries. THE TIRE COLOGNE 2021 will be a “hybrid trade fair” and thus differentiates itself from the previous, classic trade fair format. The compact presence trade fair will be supplemented by a digital element, the TTC@home. This format ensures that industry participants from around the world, whether exhibitors or trade visitors, can exchange ideas live in Cologne or digitally via a platform developed specifically for this purpose.”
THE TIRE COLOGNE 2021 will be carried out in two strands taking place parallel with one another. As a presence trade fair that is more compact than usual, it takes place in halls 7 and 8 with an event programme focused on content. In order to adequately address the current challenges facing all industry participants, the stand areas are limited to a maximum of 150 m². Additional capacities are offered by the “Lead Café” – consultation rooms that can be used flexibly are available here. The compact event concept creates a secure communication platform, on which experts, enthusiasts and decision makers from the most varied segments can come together to explore new, sustainable avenues for the tire and wheel industry. In order to make the encounters of human beings and the networking as safe and successful as possible, Koelnmesse has developed a host of measures in accordance with the provisions of the corona protection ordinance of the state of North Rhine-Westphalia and in close coordination with the authorities in Cologne. These measures work together seamlessly and regulate interaction at the trade fair. The #B-SAFE4BUSINESS hygiene and safety concept takes into account all measures required to protect the health of exhibitors and visitors under four thematic areas entitled SHOW SAFE, MEET SAFE, STAY SAFE and VISIT SAFE. These measures regulate safe interaction at the trade fair and ensure that exhibitors and visitors can once again meet in a relaxed manner.
Exhibitors and trade buyers from around the world who can’t come to Cologne due to the sustained travel restrictions are nonetheless able to actively participate in THE TIRE COLOGNE. The digital platform developed by Koelnmesse, on which the TTC@home digital trade fair components are realised, is “state of the art” and is already currently being used successfully at DMEXCO, the largest trade fair for digital marketing & advertising in Europe. “Digital” exhibitors can in this way present their products as photo and text information within the exhibitor showrooms and increase the attention their company attracts by embedding video content. Content on products and companies can be presented in digital panels or conferences to a circle of interested parties and of course in greater depth via special networking functions in chats or digital meetings. In addition to a large number of additional tools, TTC@home thus also provides support in addressing new visitor target groups and is at the same time the basis for a sustainable community platform that will continue to exist beyond THE TIRE COLOGNE 2021. This is because the content remains permanently available following the event. All presence exhibitors of THE TIRE COLOGNE 2021 of course receive a digital basic package at no charge, in order to also be able to communicate with international industry participants worldwide in addition to the physical encounter in Cologne. TTC@home thus also makes an important contribution to the digitalisation of the tire industry.
Koelnmesse – Global Competence in Digital Media, Entertainment and Mobility: Koelnmesse is an international leader in organising trade fairs in the Digital Media, Entertainment and Mobility segments. Trade fairs like photokina, DMEXCO, gamescom, gamescom asia, INTERMOT and THE TIRE COLOGNE are established as leading international trade fairs. Koelnmesse not only organises trade fairs in these areas in Cologne, but also in other growth markets like, for example, China, Singapore and Thailand, which have different areas of focus and content. These global activities offer customers of Koelnmesse tailor-made events in different markets, which guarantee sustainable and international business.