Auto e Modo d’Epoca

Every year, the challenge is to communicate the greatness and importance of the Motor Show to dealers, collectors, enthusiasts and the curious, and to give them an appointment in Bologna. In addition, the objectives include enhancing the visibility of the Motor Show on digital and non-digital channels, increasing the number of visitors and therefore of tickets sold, and producing content useful for the sale of space at the Fair in the months leading up to the event and for telling the story of the event on multilingual social channels.

The communication strategy and the production of materials useful for the promotion and enjoyment of the Fair by visitors and exhibitors lasts all year round, but its effectiveness is measured in 4 days.

We started by studying the target audience, to get to know it in depth and empathise with the people who love vintage motors, helping to create culture around this shared passion and increasing expectation for the annual appointment of the event.

The Auto e Moto d’Epoca website has been completely redesigned to ensure easier, more intuitive navigation geared towards conversion. The tree structure has been redesigned with UX and SEO in mind, and the main sections have been conceived as landing pages dedicated to the various target audiences: ‘The Show’, ‘Exhibit’, “Visit” and ‘Ticket Office’, so as to offer complete and relevant information in just a few clicks. The graphics have been coordinated with the brand identity and the content rewritten in a language that is close to the people, capable of anticipating doubts and needs thanks to in-depth knowledge of the fair. Photos and videos were selected to convey the experience in an authentic and impactful way, accompanied by significant data entry work on content-rich pages published in four languages (ITA, ENG, DE, FR). Online since the end of July 2025, the site also includes an interactive map to help visitors find their way around the pavilions, stands and four routes.

The creation of ADV campaigns in trade magazines for the public of connoisseurs and enthusiasts, in daily newspapers and generalist magazines, radio campaigns on Rai Radio and TV commercials for the target audience allow us to communicate targeted and diversified messages.

In addition to online advertising campaigns on Google, META, TikTok and Spotify with content dedicated to promoting the Motor Show, there is also intensive outdoor planning, on media such as billboards, posters, shelters, digital screens and other publicly visible spaces.

In order to orientate visitors and help them easily visit the exhibition centre, find specific stands, areas or services, we developed directional graphics including panels, signs, arrows, maps and other visual elements designed to make the four routes dedicated to the different target audiences more usable.

The signage was designed to make the four routes dedicated to the different target audiences more usable and provide them with the best visitor experience.

To orientate visitors and help them easily visit the exhibition centre, find specific stands, areas or services, we developed directional graphics including panels, signs, arrows, maps and other visual elements designed to make the four routes dedicated to different target audiences more usable.

The signage was designed to make the four routes dedicated to the different target audiences more usable and guarantee them the best visitor experience.

The days of the Fair are intense and very important also for the production of content useful for telling the story of the current edition and promoting the next one. Over the years, we have taken care of the artistic and creative direction of photo and video content and the production of videos for the social channels with a particular focus on the TikTok channel.

Finally, we coordinated the production of a short film that was shortlisted in several film competitions.