Mobile application
TTG & Italian Travel Trade is the most important international B2B tourist exhibition in Italy. During the three-days event the total attendance is made of over 35.000 visitors and around 2400 exhibitors coming from all over the World.
In order to offer a 360° communication service, Cesvin, the Technology Transfer Office of Politecnico di Milano, has used Mobitouch Cube for distributing a mobile exhibition guide.
The creation of the mobile guide has allowed TTG & Italian Travel Trade organizers to engage in a personally way with the fair visitors. Waymedia's mobile proximity marketing platform was used by Cesvin to interact via Bluetooth with the mobile phones of visitors.
In facts several Bluetooth Access Points were hidden by wall boards with design direction from TTG & Italian Travel Trade, sending content to people passing by the catering area and the main hall.
The call to action was made with “touch points” sketched over the wall boards; their aim was to bring users closer to Bluetooth points. They chose this strategy in order to trigger emulating behaviours, encouraging visitors to download the multimedia guide.
The outcome of the campaign was brilliant. Of the 5,250 mobile phones detected with Bluetooth switched on, 50% accepted the invitation to download the mobile exhibition guide.
