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PSI goes green: Ethical brands are en vogue
Dec '08
In 2009, the "S" in PSI could stand for new superlatives. For never in its history spanning almost 50 years has PSI been bigger. Starting on 7 January, some 900 exhibitors from 30 countries will present themselves on almost 41,000 m² of stand area. Compared to the previous year, this is a leap ahead in growth of almost 5,000 m². But the strength of PSI 2009 does not lie in the increase in area alone. In terms of content PSI also adds new highlights in Halls 9 to 13 which it occupies for the first time.

Bigger, "greener" and responding more precisely to visitors' requirements: the "new" PSI presents itself with a strong fresh breeze and a much younger face. New halls, more special theme forums, new services for visitors and again a larger number of advertising speciality manufacturers - all these demonstrate what is meant when there is talk about a "new growth perspective." A look on the current state of planning shows that "new" is the adjective of the day and the height of fashion right now at PSI, even if PSI boss Michael Freter likes to stress that "not all our dreams are bearing fruit immediately by any means."

The new hall (9 to 13 halls) allocation opens up unprecedented presentation possibilities: impressive stand extensions, new first-time exhibitors and additional large special show areas are the most visible signs that, with its move to Halls 9 to 13, PSI has pushed the doors to the future wide open. For PSI visitors this means: in future they will be able to move directly between all halls without having to take a detour outdoors. Entrance arrangements were also improved and will be much smoother due to the use of two entrances. Additional convenience is ensured by adding the three new "rest zones" in Halls 9, 10 and 12 which offer visitors the possibility to take a moment's relaxation from the fair.

Visitors will find this short break in between quite useful, because the latest advertising specialities are waiting for them on an area equivalent to six football fields. Then there are four national pavilions as well as new areas for special shows and promotional activities.

"PSI goes green" is the special theme which was already very much in focus for the advertising products industry last year. At PSI 2009, a separate product catalogue will be devoted to this theme, presenting "green products" from PSI suppliers. Ethical brands are en vogue. A growing number of companies now count on the fact that advertising products also take into account principles of "ecology", "fairness" and "social responsibility".

It is not the advertising product as such but its integration into marketing practice that is in the foreground at the first presentation of the new award "PSI - Campaign of the Year". "With this award, we should like to highlight during the event the numerous and highly innovative advertising campaigns in which advertising products are used," says Michael Freter, the Managing Directorof PSI. Advertising products manufacturers and suppliers as well as agencies and clients who integrated an advertising product in their campaign, can apply. The panel of judges will also include the chief editors of the media partners PSI-Journal, TVP and dedica. All participants will be provided with extensive opportunity to present their campaign during PSI 2009. The award presentation ceremony will be held in the context of the trade fair.

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