COLOGNE, Germany — The organizers of Tire Cologne, a tire industry exposition held biennially in Cologne, are offering a "hybrid" solution for the rescheduled 2021 event to increase engagement and participation amid COVID-19 uncertainties and travel restrictions.
Koelnmesse G.m.b.H. and the German Tyre Retail & Vulcanization Trade Association (BRV) disclosed Sept. 24 they plan to hold the expo, scheduled for May 18-20, in two "parallel strands," one featuring an in-person trade show and a digital exhibition taking place at the same time for exhibitors and participants who cannot or choose not to travel to Cologne due to COVID restrictions.
To address pandemic concerns, the organizers said they will limit the exhibition to two halls at Cologne Fairgrounds and will limit booths to a maximum of 1,600 square feet. Additional capacities will offered through a "Lead Café" — consultation rooms that can be used flexibly.
For virtual participants, Koelnmesse developed a digital platform on which the TTC@home trade fair is held.
This platform, Koelnmesse said, is being used for DMEXCO, a trade fair for digital marketing and advertising in Europe.
"Digital exhibitors can in this way present their products as photo and text information within the exhibitor showrooms and increase the attention their company attracts by embedding video content," the organizers said.
In addition, a series of measures have been developed to ensure the safety and health of the participants, the event officials added.
Originally planned for June 19-20, 2020, the four-day Tire Cologne show has been rescheduled for May 18-20, 2021, and reduced to three days, due to the COVID-19 pandemic.
