September 8 2015.

With just over twelve months before INTERMOT, the international motorcycle, scooter and e-bike fair, the organisers are starting their marketing campaign with new visuals. Under the tagline “Come together, ride now,” motorcyclists of all classes and machines are called upon to come to Cologne from October the 5th to the 9th 2016. 

“The new campaign encapsulates the essence of motorcycling, as diverse as tourers, enduros, sport and street motorcycles, scooters and e-bikes. That’s what INTERMOT stands for,” says Ingo Riedeberger, project manager of INTERMOT. “It was important to us for the new campaign to express this feeling and this connection in visual imagery.” 

Motorcycling, today more than ever before, stands for lifestyle, one which runs through all segments of the motorcycling scene. With the new campaign, INTERMOT bridges the shared attitude to life and the specific features of the particular target audience. The connective element of the campaign visuals is the excitement of the rider, as well as the helmets and characteristics of the individual segments. The campaign was developed by the Düsseldorf agency Ridderwerke.

The customising and electromobility segments will be emphasised as their own individual “shows within a show” under the titles “INTERMOT customized” and “INTERMOT e-motion.” To authentically address their respective target audiences, they have their own visuals. However, the core message and the visual imagery continue to contribute to the overall campaign.

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