Venues/Hotels

IFEMA Madrid launches new strategy

// jb

IFEMA Madrid website

IFEMA Madrid has launched its new strategy and brand image in an event that took place at IFEMA's Palacio Municipal headquarters. With a legacy of forty years behind it, IFEMA's journey is now at a turning point, according to the company, anticipating the demands of the digital market by developing its own platforms that will provide a competitive advantage in addition to expanding business opportunities for 365 days a year and breaking through physical limitations, with a view to occupying a leading position in the main international markets.

According to the president of the IFEMA Executive Committee, Jose Vicente de los Mozos, “today, no one questions the potential of digital and hybrid gatherings, which are giving way to smarter, more competitive and profitable events.”

If we add the new digital business to the current face-to-face business model it will undoubtedly grow the wealth creation potential of IFEMA Madrid. The goal is that, in 3 years, 30% of income will come from the digital space, and that global audiences will increase by 150%, until professional communities exceeding 25 million people in total are being managed. These professionals will participate in smarter events that will be much more profitable for their companies. In terms of turnover, this growth from the digital space could reach an annual contribution of around 40 million euros, according to IFEMA.

Embracing digitisation has made it possible for IFEMA to maintain a connection with companies over these past months; with the sectors represented in the fairs having, as of today, a programme that includes 16 fully digital exhibitions in 2021, and also, based on this experience, the transformation of more than 50 face-to-face fairs into hybrid exhibitions.

This new momentum has coincided with a change in corporate identity, through the design of a new brand that represents the values of this powerful project for the future, the company claims. To this end, IFEMA has committed to a thorough renovation of its image, recognising the legacy of a brand that has been part of Madrid's history and landscape over the last 30 years.

Added to this is the institution’s initiative in creating innovative projects worldwide, in such important areas as sustainability or healthcare, which will soon be officially presented, as well as in leading not only in Spain but also in the international markets, and, very especially, in Latin America, the main market where our companies are focussing and where the digitisation of fairs opens up great opportunities.

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