A camper in the centre: “f.re.e” as a guest in the Pasing Arcaden

Key Facts

Eye-catching promotion for the "f.re.e" trade fair in the Pasing Arcades
Caravan with ball pit and photo wall in the mall
Information stand, ticket sales and raffle for visitors

A getaway in the middle of the shopping centre? Almost! Anyone who came to the Pasing Arcaden just before “f.re.e”, Bavaria’s largest travel and leisure trade fair, was in for a surprise. In a central location in the middle of the busy centre, there was unexpectedly an orange caravan. But that was not all: a surfboard, a kayak and even a beach chair in the signature colour were also part of the promotion of the event in the mall. The sensational guest appearance drew the attention of curious shoppers to the upcoming event at Messe München.

Shortly before the doors to the exhibition halls opened in February 2020, travel enthusiasts had the opportunity to find out about the event in advance in the Arcaden. Around 130,000 curious visitors come to the event every year. With 1,300 exhibitors from 60 countries, they can book their next dream holiday or be inspired by the colourful programme. The traditional Forum has been a fixture for the entire tourism industry for 50 years now. Tour operators, representatives of hotels, club resorts, associations and many more meet here with sun seekers and adventure enthusiasts with a wanderlust. The diverse range of offers extends to the popular focal points of cruises, wellness, camping and sports amongst others.

Crowd-pleasing campaign in a unique setting

The 4-star shopping centre in the Bavarian metropolis was not only the ideal setting for the advertising campaign because of the high visitor frequency, but also because of a unique detail in the architecture: as chance would have it, the floor plan of the modern building is modelled on a cruise ship. An incomparable flair, as if made to arouse the wanderlust of the numerous visitors.

A real eye-catcher prominently placed in the middle of the highly frequented Munich shopping centre: the advertising campaign of "f.re.e" was a success.

Caravans, kayaks, suitcases: for the promotion of "f.re.e", everything a holidaymaker's heart could desire was available in the Pasing Arcaden.

The highlight for the youngest visitors was the ball pit in the caravan - of course also in the bright signature colour of the fair.

Many shoppers inquisitively paused to look at the unusual set-up and to find out more about the travel fair.

The organisers of “f.re.e”, which, by the way, is a German acronym for leisure, travel, recreation, also paid attention to the inner values: The caravan designed in the colours of the fair had a lot to contribute to this. A ball pit awaited little explorers in the cosy trailer. The photo box was also a popular attraction for young and old. The imaginative campaign was thus a real highlight of many shopping trips. And all those who were already in a holiday mood with so much good spirits could win exclusive tickets for the fair directly on site.

Organisers are pleased with contented visitors

The success of the exhibition speaks for itself: more than 130,000 adventurous globetrotters came to the 50th edition of “f.re.e”. 97 percent gave the event top marks in terms of satisfaction.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether it’s events for product presentations, pop-up stores or stands for brand staging: in the Pasing Arcaden you are sure to attract the attention of your target group.

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Crowd-pleasing campaign in a unique setting

Organisers are pleased with contented visitors