Rebranding of travel exhibition in Russia from MATIW to OTDYKH pays back

Published on : Saturday, December 21, 2013

LEISURE-300x118A 100% positive feedback has been received from the industry on a rebranding of MATIW, Moscow Autumn Travel Industry Week by the Euroexpo, and the organizer of the leading professional tourism and travel exhibition in Russia, OTDYKH LEISURE. EUROEXPO, the largest private exhibition organizer in Russia announce the re-branding of Moscow Travel Industry Week MATIW, to International Russian Travel Market, OTDYKH.




Capitalizing on over 19 years old tradition of Otdykh LEISURE exhibition, the new brand OTDYKH will replace MATIW, used as a roof brand from 2006 to 2013, and will appear starting from 2014 as a new family brand.





Travel exhibitions Otdykh LEISURE, LUXURY Leisure, Spa& Health Moscow and MIBEXPO Russia, held before within MATIW will operate under the names OTDYKH Leisure, OTDYKH Mice, OTDYKH Luxury, and OTDYKH Spa&Health.





The move from MATIW to OTDYKH guarantees clarity, comprehensiveness and consistency for all types of communication. The name OTDYKH communicates the attitude of the exhibition and communicatively offers added emotional value: OTDYKH is a Russian word for leisure. Violetta Toulich said, exhibition director in Euroexpo Moscow After more than seven years, we are looking forward to getting back to our roots and appearing with the name OTDYKH. With this return we take up the original values we have established with our exhibitors and trade visitors over the years.





Due to the new positioning as International Russian Travel Market, the fair shows its international significance on the basis of the CIS markets. It stands for unique B2B options, understands and respects the needs of Russian market players, and offers a verity of services and products from around the world.





Ekaterina Kohlhauser, exhibitions director in Euroexpo Exhibitions and Congress Development, Vienna. With our newly-formulated top positioning, OTDYKH International Russian Travel Market as well as our new appearance, the name OTDYKH becomes tangible, especially with regards to the international context. Our trade fair stands for internationality, diversity, vitality and trendiness, The new tagline of the event, “Home of Tourism,” includes the primary promise of the fair as well as its three core values: care, progress and joy. These central core values make all the difference in comparison to other exhibitions and fairs in the field of travel and tourism, for the Home of Tourism is only to be found at OTDYKH.


HEYMANN BRAND DE GELMINI was brought on board as a competent partner for new brand development and communication strategy. The agency from Berlin has extensive experience in developing successful brand communication and campaigns for the leading exhibition projects, such as ITB Berlin (including truly inspiring campaign), ITB Asia, IFA, International Green Week, etc. It was really a great responsibility and a great challenge. The result is exceptionally creative brand communication as well as a modern brand design said Rena Heymann, CEO of HEYMANN BRAND DE GELMINI and executive strategist.





A new impressive campaign was created to support the new brand strategy. Under the motto, We Love Travel, the OTDYKH as well as its individual fairs present themselves with fascinating worlds in a heart shape.





Mr. Heymann added that the slogan “Home of Tourism”, developed from the brand-DNA, and the “We Love Travel” campaign will help the fair to quickly and clearly distinguish and set itself apart from the competition.





The key massage of the new campaign is: we bring successful business and the passion for travel together. “With OTDYKH we create a central location for all major players in the tourism industry. With our significant experience in organizing the leading tourism trade show in Russia we know: our exhibitors really love what they do, they love travel business. And people business should always bring pleasure as well” said Ekaterina Kohlhauser. This campaign expresses this idea in a particularly creative way.





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