EXCITE Europe sets course with MSC with a new exhibition booth:

Making waves at transport logistic, Munich


130 million containers are shipped across the seven seas every year, and this number is continuously on the increase. Global transport continues to be driven by digitization and e-commerce – an exciting area of international trade. It therefore comes as no surprise that a new customer is prompting passionate reactions at the Frankfurt trade fair specialists EXCITE Europe. “To us, MSC represents a new challenge and one which we have approached with a great deal of curiosity and passion. Getting to understand a business and drawing the right conclusions both conceptually and in terms of design is exactly what we and our approach are all about,” says Marcel Neumann, Executive Consultant at EXCITE Europe. MSC is a global leader in worldwide container shipping, combining international services with local expertise. In addition, MSC offers a global network of road, rail and sea transportation resources.

EXCITE bundles this expertise for the brand’s presentation at transport logistic in Munich with the trade fair slogan “End-To-End-Transport-Solutions”. This message is also consistently implemented in the overall appearance of the new exhibition booth: inspired by a large ship’s bow, the booth as a whole projects the idea of power and dynamism. This perception is reinforced by a large banner that runs from end to end, which also clearly defines the overall strategic goal: the primary objective is to build a brand in an area that increasingly has to rely on its public image and related values such as security and innovation.

This highly visible, assertive message that is already conveyed by the booth design alone is carried through in the booth and consolidated with clear messages. Yellow, the corporate color, dominates the booth. A wooden floor and container elements give the visitor the feeling of being on a ship. These authentic features are used in combination with high-quality, representative materials. A 3m x 2m LED wall in front of a large textile wall introduces the company and its services. This communicative presentation is supplemented by a social wall with the hashtag #MSCTL. “It was important to us that we represent MSC not only as a shipping company, but as a logistics service provider that advises its various customers closely and personally and also undertakes exciting developments in digitization,” the EXCITE consulting unit emphasized once again.

This trade fair presentation in Munich is a pilot project that holds the promise of a possible longer-term collaboration. A decision as to how other projects may materialize will be made after the Munich trade fair. For marketing director of MSC Germany, Charlotte Motz, “transport logistic in Munich is an important leading trade fair, and we want to evaluate it first in order to plan our next steps correctly and effectively.”