EUROEXPO, the largest private exhibition organizer in Russia, announces the re-branding of MATIW, Moscow Travel Industry Week to OTDYKH,International Russian Travel Market. After 19 years, the new brand OTDYKH will replace MATIW from 2014 as a brand. Travel exhibitions Otdykh LEISURE, LUXURY Leisure, Spa& Health Moscow and MIBEXPO Russia, held before within MATIW will operate under the names OTDYKH Leisure, OTDYKH Mice, OTDYKH Luxury, and OTDYKH Spa & Health.
The move from MATIW to OTDYKH communicates the tone of the exhibition, «otdykh» is a Russian word for «leisure». After more than seven years, we are looking forward to getting back to our roots and appearing with the name OTDYKH. With this return we take up the original values we have established with our exhibitors and trade visitors over the years,” said Violetta Toulich, exhibition director in Euroexpo Moscow.
Due to the new positioning as International Russian Travel Market, the fair shows its international significance on the basis of the CIS markets. It stands for unique B2B options, understands and respects the needs of Russian market players, and offers a verity of services and products from around the world.
With newly formulated positioning «OTDYKH International Russian Travel Market becomes tangible, especially with regards to the international context. Our trade fair stands for internationality, diversity, vitality and trendiness,” commented Ekaterina Kohlhauser, exhibitions director in Euroexpo Exhibitions and Congress Development, Vienna.
HEYMANN BRAND DE GELMINI was brought on board as a competent partner for new brand development and communication strategy. The agency from Berlin has extensive experience in developing successful brand communication and campaigns for the leading exhibition projects, such as ITB Berlin, ITB Asia, IFA, International Green Week, etc.
The key massage of the new campaign is: we bring successful business and the passion for travel together. «With OTDYKH we create a central location for all major players in the tourism industry. With our significant experience in organizing the leading tourism trade show in Russia we know: our exhibitors really love what they do, they love travel business. And people business should always bring pleasure as well,” said Ekaterina Kohlhauser.