ADV campaign and Fieracavalli 2019 communication

The Objectives

Fieracavalli is one of VeronaFiere’s most important brands and, with an average of 160 thousand visitors from over 60 nations, has always been a reference point on the international equestrian scene. The 2018 edition celebrated the prestigious milestone of 120 years of the event, which also coincides with those of the historic trade fair organization. For the occasion, Fieracavalli wanted to present itself with a new institutional image, renewing first of all its brand and visual image.The aim was about re-proposing the horse as the uncontested protagonist of the event, in all its characteristics and peculiarity.

The approach

Our intervention focused first of all on the logo, which uses a graceful font that recalls elegance and institutionality, and inserts a horse profile on the number of the the edition, in order to exalt the indissoluble binomial fair-horse.
The new ad campaign image was also aimed to highlight the anniversary, by showing three stallions running towards a large ‘120’ number, on a neutral and dreamy background, which perfectly integrates graphic and photographic elements.
We proposed a very clear visual to deliberately deviate from previous editions and to underline the event change, which finds a single note of colour in the 120, that with octane gives depth and becomes a reference of style and elegance.
The headline focused on the emotional push of that moment, emphasizing the passion that connects the public and industry professionals to this beautiful animal.

The Results

The new visual identity was declined, then, on all the main promotional and operational tools of Fieracavalli. We created the event catalogue, website, tickets, posters inside and outside the district, including static and dynamic posters in the city and press releases in trade magazines. The whole of these activities has provided consistency and uniformity to the entire event, guaranteeing a strong impact to the project.

Further Developments

Concept and creative direction were also extended to other two side events at Fieracavalli: Gala d’Oro, a traditional equestrian art show that lights up Verona’s nights, and Jumping Verona, the only Italian stop-over of the show-jumping Longines FEI World Cup™. For these events we created dedicated advertising campaigns and we developed various media and communication tools in alignment with the brand’s overall positioning and image.