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˅ Exhibition Overview ˅

Press releases

Dortmund with More Offers for Experience Marketing Than Ever Before

Preliminary Report on BOE INTERNATIONAL – for the first time with BrandEx Festival

One of the numerous informative forums at BOE.

Software for the planning and visualisation of event scenarios is one of the products offered by the exhibitors at BOE.

View of Hall 4 at BOE 2018.

It is expected that BOE will again attract a large number of trade visitors in 2019.

Mike Süsser (centre) will again be the presenter of the CULINARY STAGE this year. On the right: Ulf Tassilo Münch, organiser of both the Culinary Stage and the Street Food Congress Europe at BOE.

BOE INTERNATIONAL, the International Trade Show for Experience Marketing, will take place at the Dortmund Exhibition Centre on 16 and 17 January 2019. The BOE 2019 offer to the industry will be larger than ever before. With more than 600 exhibitors from about a dozen countries and six exhibition halls, the more than 10,000 expected trade visitors are offered a high-quality programme - with more than 100 expert lectures, panel discussions and workshops alone at BOE, the new BrandEx Festival and international guests at the CULINARY STAGE, at the Street Food Congress Europe and in The Netherlands Pavilion.

A special focus of BOE 2019 will be on young talents in the event sector. “The objective of our trade show is to inform young people, get them interested in exhibition and event professions and counteract the skilled labour shortage in the interest of the industry,“ explained Sabine Loos, CEO of  Westfalenhallen Dortmund GmbH. “Germany‘s exhibition and event industries have been worldwide leading for many years. We need excellently trained young talents to ensure that it remains that way. Hard-working young people who enjoy challenging themselves and their environment. So that we can repeatedly convince our customers of the power of encounter,” said Jan Kalbfleisch, Managing Director of the FAMAB Communications Association, BOE’s technical supporting organisation.

The CAREER HUB, organised by Studieninstitut für Kommunikation GmbH – a Communication Studies Institute – allows students and young talents to exchange information with skilled and managerial staff about the following topics: “Event Manager – A Constantly Changing Profession”; “New Employment Worlds: Agility from the Company’s Point of View – Relevance of an Agile Project Management for Young Talents” and “Event Safety and Security”. A further programme item is the practical tip: “5 Tricks for Successful Communication“. The Expert Talks will be followed by an open Question and Answer Session with the audience.

New this year is the International Festival of Brand Experience (BrandEx), which is an innovative format that consists of a conference and an award ceremony and takes place the day before the trade show starts and is also aimed at young talents, for example with its BrandEx Fresh Award. Developed from the fusion of the FAMAB NEW TALENT AWARD and the INA Award, the BrandEx Fresh Award has the potential to become the most important Young Talent Award of the sector in Germany. The BrandEx ticket includes admission to BOE.

Young talents can also exchange information on current topics of the event sector at the EVENT FORUM in the Convention Centre on 17 January. Initiators of this Young Talent Event are Messe Dortmund GmbH, the IST University of Applied Management and degefest e.V. – the Conference and Seminar Trade Association. The EVENT FORUM is supported by AUMA e.V., the Association of the German Exhibition and Trade Show Industry. The event is free of charge to the participants and includes a visit to BOE on Thursday.

Comprehensive Forum Programme
In co-operation with a new partner, ESG Einkaufs- und Servicegesellschaft mbH, the TECHNOLOGY & SCENOGRAPHY lecture format will take place at BOE 2019 for the first time. Specialists in room design will examine in lectures what is needed for a unique exhibition appearance. “The new forum is in line with BOE’s content development and market requirements,” said ESG’s Managing Director Silke Schulte to explain why the Scenography discipline was added to the ‘Technology’ Forum, which is already known and supported, in terms of contents, by VPLT, the Association for Media and Event Technology. The selection of the speakers is aimed at covering as many trades as possible, which are needed for the realisation of room design. Some topic examples are: “3D Sound in Miniature Format – Intelligent Sound Installations for Trade Shows and Exhibitions”, “Scenography: How to Design a Brand in a Three-Dimensional Way” and “Rigging at Events – Basics for Non-Technicians”. In addition: “How Background Sounds Can Relax Our Senses”, “Lightweight Building Elements and Their Structural Analysis” and “New Event Technology Trends”.

The DIGITAL FORUM initiated by the IST University of Applied Management and the ‘events’ trade magazine will take place for the third time. The forum space will be doubled in 2019 because of the large number of visitors in the previous years. With both well-known and fresh new speakers, the information platform will again give an entertaining, partly interactive, insight into digital trends of the event sector and provide interesting first-hand reports and best-practice examples.  Visitors can look forward to numerous start-up companies that will present their new ideas, approaches and technologies. On the first trade show day, visitors will experience lectures on Social Media – specifically for the event sector, Marketing, Participant Management, Worlds of Learning, Media Law, Gamification and much more. On the second trade show day, visitors can dive into the “Artificial Intelligence” topic and learn about “Virtual Reality” and “Holography”- with well-known speakers like Sven Schreiber, Markus Rall and Clarence Dadson. Lecture topics include: “The Power of Digitalisation”, “Data & Artificial Intelligence” and “Life in 2025 – Is that what the future will bring us?”

The SAFETY & SECURITY FORUM, supported by bvvs and VPLT, offers an exciting activity area, where event safety and security and event legislation can be experienced playfully, and many small ‘meet&greet’ workshops with experts. The stage programme will allow visitors to benefit from the latest information through lectures by experts from Germany and abroad.  Some lecture topics are, for example: “Comprehensive Safety and Security Concepts for Events“, Liability of the Organisers, Event Agencies and Service Providers – Adequate Coverage of Risks”, “Co-operation between Security Service, Authorities, Law Enforcement and Emergency Services and the Organiser”. On a joint exhibition stand, service providers from different event safety and security segments will show visitors solutions for their requirements. 

The final (dress) rehearsal is the last rehearsal before the premiere of a play, opera, operetta or a concert.   In contrast to stage performances, every conference is a premiere. To ensure that it will be a success, the right topics must be chosen in accordance with the objective and the target group, and dramaturgy, speakers and the conference format must be determined. Trade show visitors are invited to get on the rehearsal stage at the MICE FORUM during the final (dress) rehearsal (German: “Die Generalprobe”), powered by tw tagungswirtschaft und tagungsplaner.de, to take a look behind the scenes and to rehearse all the trades. The speakers’ topics include: “Storytelling instead of Golden Thread – Long Live Dramaturgy!” “How Do I Design and Manage an Event?” and “How Do I Find and Brief External Speakers?” The MICE Forum programme on Thursday also leaves nothing to desire. One lecture, for example, is titled: “The Event Psychology Perspective – Discovering Manipulation Potentials and Optimising Events Psychologically.”

In the Performance Hall, where ACTS ON STAGE will be presented by the memo-media publishing company, visitors can experience about 50 shows featuring potential stage artists for any event. Whether it be acrobats, comedians, musicians, illusion artists or sand painters – visitors can enjoy the entertaining shows and listen to the artists via headphones without being disturbed by the hustle and bustle of the trade show. The workshop programme is aimed at agencies on the first day and at artists on the second day. One of the speakers will be Klaus-Jürgen “Knacki” Deuser, presenter and prizewinner of the German Comedy Award. The former National Geographic photographer and natureoffice founder, Andreas Weckwert, will talk about his work and explain how agencies and locations can make effective contributions to climate protection even with small campaigns. And an expert on social security for artists will not only explain which benefits and commitments can and must be expected from the social security scheme for artists (Künstlersozialkasse) but will also take sufficient time to answer questions.
A further element of BOE 2019 will be the Event Tech Lab. This community gives young entrepreneurs the opportunity of obtaining important contacts and help for their start-ups on the way to self-employment. A successful start into the event sector is now more attractive than ever before. Michael Hosang, Managing Director of Studieninstitut für Kommunikation GmbH, a Communication Studies Institute: “The opinion about live communication has improved over the last few years. Sales revenues in the event industry also increase year after year – in 2017, to more than seven billion euros.”

International Chefs as Guests
International celebrity chefs will demonstrate their cooking skills on the CULINARY STAGE at BOE 2019. They include for example Andy Yang from Bangkok, Melvin Chew from Singapore and Brett Burmeister from the USA. The innovative caterers from Germany include Jan Broker from Speisenwerft by Tim Mälzer, Farid Marcel from Medici in Baden-Baden and Fabian Timmer from Brill Catering. The presenter is TV chef Mike Süsser. Being the first trade show of the year, BOE represents the first opportunity for event caterer customers to inform themselves about current trends and new concepts. BOE is where caterers will meet potential customers who are looking for high-quality catering services for their events.

The Street Food Congress Europe will take place again at BOE 2019.  Service providers and influential minds of the European Street Food scene will meet there to exchange experience, present ideas, learn from each other and pave the way for the future. The Street Food Congress Europe 2019 will also cover the “Mobile Event Catering“ topic with speakers from more than ten countries and host numerous product exhibitors.

Guests from The Netherlands
No borders – that is the topic of The Netherlands Pavilion in its third year at BOE. The initiators use this topic to remind us – with a typical Dutch wink - of the 30th anniversary of the Fall of the Berlin Wall. The Netherlands Pavilion has every right to be proud of its offer. Twelve international speakers, 24 exhibitors and a networking event that is well-established in The Netherlands make a visit a must for BOE visitors.

Exciting corporate cases like, for example, the “Good Times Island” concept by McDonalds that received an award in the Dutch Golden Giraffe! Award of the sector, give an insight into the strategies of big brands. Renowned agencies, like VOK DAMS Events & Live Marketing, talk about their vision for agile event management. The XSAGA Agency based in Amsterdam is one of the top-class agencies in The Netherlands. Speaker Patrick Roubroeks will explain how experience marketing has a positive effect in the retail world by using the Design Outlet Centre in Roemond as an example. Also very exciting: Kristin Wittmütz from the Communication Studies Institute will discuss with Jeroen Brüggemann from the Dusseldorf-based CoPiDUS Agency what agencies will have to do to be attractive as employer in the future in “The Future Way of Working at an Agency” topic item. And Maarten Schram, Managing Director of IDEA – Independent Dutch Event Association and founder of the international LiveCom Alliance network will dive into the Dutch event industry topic. The Netherlands Pavilion is an initiative of EventBranche.nl and the Dusseldorf-based Laureamedia Agency in co-operation with BOE. 
Guided Tours of the Trade Show
To ensure that visitors do not lose the overview because of the extensive offer at the trade show, Guided Tours covering the exhibitors’ offer will be organised by BOE in co-operation with the memo-media publishing company.   A sector expert will guide the visitors to the topic-relevant exhibitors. A choice can be made between “General Overview”, “Artists”, “Catering”, “Sustainability” and “Here Come the Young Talents”. The topic allocation allows a quicker exchange of information and a better overview of the latest trends.

Basic Information on the Trade Show at a Glance

BOE INTERNATIONAL – International Trade Show for Experience Marketing;
for the first time with the BrandEx Festival

16 and 17 January 2019,
BrandEx: 15 January

Messe Westfalenhallen Dortmund GmbH

Occupied Halls (incl. BrandEx Festival):
3B, 4, 5, 6, 7, 8 and Convention Centre

Partner Associations
FAMAB Kommunikationsverband e.V. (Technical supporting organisation)
ESG Einkaufs- und Servicegesellschaft mbH
VPLT – the Association for Media and Event Technology
bvvs – The Federal Association of Event Safety and Security
degefest – The Conference and Seminar Business Association
EVVC – The European Association of Event Centres
LiveCom Alliance

Main Topics:
Equipment, Architecture, Locations, Technology, Catering, Acts, Services, Career

Trade visitors from sectors like event organisers / agencies, event services, hotels / catering, room design, convention centres, exhibition centres, insurance companies / banks, tourism, automotive, pharmacy / medicine, associations / organisations, film / radio / TV

• BrandEx Festival, Hall 3 B (only on 15 January)
• MICE FORUM, Hall 5
• The Netherlands Pavilion, Hall 5
• CULINARY STAGE and Street Food Congress Europe, Hall 6
• CAREER HUB, Hall 7

In the Convention Centre:
• FORUM EVENT, 17 January, starting at 9:00

Networking Event in the Evening:
• BOE Night in Hall 3B




Stand booking