About
ITB Berlin is the world’s leading travel trade show and the most important global gathering place for the international travel and tourism industry.
Services
The Objective.
Develop a new global, brand-owned marketing campaign for ITB Berlin 2024 that would unite the show’s diverse segments under one coherent narrative, while reinforcing ITB Berlin’s role as the central meeting point of the global travel industry. The campaign needed to resonate internationally, work across channels and markets, and be flexible enough to evolve beyond a single edition to strengthen long-term brand recognition rather than short-term attention.
Our Approach.
Through a series of collaborative workshops and strategic concept development, we uncovered a shared sentiment across the industry: after years of disruption, the world of travel was ready to come together again — to exchange ideas, rebuild relationships, and collectively shape the future of tourism.
Grounded in this insight, we developed the global “Together” campaign for ITB Berlin 2024, positioning the show as the place where international tourism meets — together. We defined the overarching campaign narrative, messaging framework, and visual system, introducing new design elements such as the “shapes” to create a flexible yet instantly recognizable identity.
The campaign was deliberately designed as a modular system, allowing it to scale and adapt seamlessly across markets, touchpoints, and future editions of the show.
From strategic workshops and copywriting to the development of key visuals and graphic motifs, our role was to translate the Together idea into a cohesive global campaign — activated consistently across both on- and offline channels.
The Result.
The Together campaign delivered a distinctive, emotionally resonant global identity for ITB Berlin 2024, reinforcing the show’s position as the world’s leading platform for the travel and tourism industry.
The brand-owned campaign framework increased global brand recognition, supported exhibitor and visitor engagement, and provided ITB Berlin with a scalable campaign system that can be adapted and reused in the coming years. We strengthened long-term brand equity rather than relying on one-off messaging.
100,000
Ticket Sales
5,500
+
Exhibitors
170
Participant Countries