ICE show insight

Converting Today: How will this edition of ICE Europe compare with the last event?

Nicola Hamann: The latest figures show that 319 exhibitors from 19 countries will take part in the 6th International Converting Exhibition ICE Europe 2009. This is an increase in the number of exhibiting companies of 20% compared to the previous event. The show has also grown in exhibition space, by some 2,000m² net. Now, with a total of 8,000m² net exhibition area, the complete stand space in the four halls of Munich’s MOC has been allocated.

CT: What is the proportion of non-German exhibitors this time – has it increased?

NH: An impressive 45% of the exhibitors at ICE Europe 2009 come from outside Germany. This is the same as for the previous show. In fact, the more than 20% increase in exhibitor numbers mainly comes from Germany, Switzerland, Austria, France, Italy and the UK. But this time, we also have exhibitors from Turkey, Poland and India – countries which haven’t been represented at the previous show.

CT: How many visitors are you expecting?

NH: In 2007, 4,200 trade professionals visited the previous ICE Europe. This figure is our starting point, and of course we aim at growing the number of visitors to the show. However, in times where cost awareness is a major concern, it requires more effort to attract new visitors to a trade exhibition. Therefore we have largely expanded our visitor campaign; it now covers every European country and important overseas markets such as South Africa.

CT: Will there be any new features this time?

NH: For visitors we have some new features which assist in planning their visit to the show. The official Show Preview/Catalogue for example can now be ordered online in advance. The publication features extensive information on the exhibiting companies and their products. On-site, there will again be an attractive supporting programme including a VIP networking event for exhibitors and their key customers. And there will be a conference organised by Munich based research institute Fraunhofer IVV. The conference will be held on Wednesday afternoon, within the MOC exhibition centre. The subject of the conference is Converting processes for tailor-made packaging.

CT: How do you see the show’s role in the current market and financial conditions?

NH: As Europe’s leading exhibition for paper, film and foil converting, ICE Europe is an important barometer for this industry sector. Therefore, I think that particularly in times like these the show is a must-be event for anyone in this industry who wants to invest in the future of his company. Many companies are more or less affected by the global economic crisis and ,therefore, it is more important than ever to source the right equipment. As a targeted industry show, ICE Europe is the ideal marketplace to find the latest products and services; it offers a platform for the converting industry to be able to gain new business contacts and to exchange expertise.

CT: What is your message to converters uncertain whether to attend this year’s ICE?

NH: I can only invite them to have a look at the Exhibitor List and the Show Preview, where they will quickly find out that ICE Europe 2009 offers the unique chance to meet with the entire converting industry at one location, in the MOC, in Munich. I don’t think that anyone who wants to find out about future trends in this industry can afford to miss out. And it’s also easy to get there, also for visitors from overseas: Munich Airport has direct flight connections to hundreds of international destinations. A regular shuttle bus operates between the airport and the MOC exhibition centre. And as a world famous tourist site, the Bavarian capital offers accommodation in every price category.

CT: What about other ICE events?

NH: Whereas ICE Europe in Munich is Europe’s leading trade fair for the international converting industry, our events ICE Asia and ICE South America are targeted to the respective regional markets every other year. ICE Asia 2010, from 17-19 March 2010, in Shanghai, will be the second event of its kind in China. ICE South America, which will take place from 4-6 August 2010 in São Paulo, is a new launch. Both, Brazil as well as China, are growth markets for the converting industry. There is a huge consumption of converted paper, film and foil products in these parts of the world. We therefore wanted to offer a professional business platform for companies in the converting industry that want to expand their businesses in these regions of the world.

I would like to say that as the new organiser of ICE, we at Mack Brooks Exhibitions are very happy that we could quickly establish a good partnership with Converting Today. Our media partnerships with specialised trade publications are very important to us as a means of communication with the converting community. This industry wants to be constantly kept up-to-date with information about the latest technologies and industry news, and a partnership between targeted trade magazines and a specialised industry exhibition should be very rewarding in this respect.