Hannover Messe USA to premier in Chicago in September
February 16, 2018
Hannover Messe is the world-renowned trade show brand synonymous with industrial innovation, key trends, and business leads. The event has made a name for itself as a global hotspot for Industry 4.0 technologies. CEOs of global corporations, managers of SMEs, and leaders of the world’s major industrial nations use Hannover Messe (currently staged annually in Hannover, Germany) to keep up with the latest trends and developments in industrial digitalization. This strong profile has yielded steady growth in the show’s German and international exhibitor and visitor following. This year, more than half of Hannover Messe’s exhibitors, and some 70,000 of the show’s visitors, came from outside Germany.
“There is no other trade show brand like it anywhere in the world,” said Deutsche Messe Managing Board Chairman Jochen Köckler. “We now want to leverage the power of the Hannover Messe brand to speed up growth in our foreign markets. Therefore, we are premiering Hannover Messe USA co-located with IMTS September 2018 in Chicago.”
Internationalizing its strong, German-grown trade show brands is a strategy Deutsche Messe has been successfully pursuing for many years, and the company now stages some 60 events outside Germany every year. The bulk of these are industrial trade shows, dealing with specific sectors such as industrial robotics, factory automation, energy technology, and industrial supply.
Deutsche Messe has had a presence in the U.S. market for many years and has been running trade shows in Chicago since 2012. Starting in September, it will now cluster these Chicago-based shows under the brand name “Hannover Messe USA.”
“As a brand, Hannover Messe has been steadily adding to its acclaim in the U.S. market, in part thanks to the country’s Partner Country showcase in 2016 — a momentous event attended by (then) President Barack Obama,” said Köckler. “By launching Hannover Messe on U.S. soil, we hope to attract even more exhibitors and visitors to Chicago while also generating positive spin-off effects for Hannover Messe at its home base in Hannover, Germany.”
The premiere of Hannover Messe USA is expected to attract about 550 exhibitors and more than 100,000 visitors and will occupy about 130,000 square feet of display space. For comparison, next year’s Hannover Messe in Hannover, Germany, is likely to attract more than 5,000 exhibitors and about 200,000 visitors.
“Our trade shows outside Germany are aimed exclusively at local and regional visitors,” Köckler said. “Our trade shows in Hannover, Germany, on the other hand, will continue to be pitched as the global flagships of their respective target industries, and will thus remain focused on an international clientele.”