Tire Cologne 2021 offers “hybrid event” to counter Covid impact

Cologne, Germany – Tire Cologne 2021 is offering a new “hybrid” solution to increase engagement and participation amid Covid-19 uncertainties and travel restrictions. 

Event organisers, Koelnmesse and the German Tyre Retail and Vulcanisation Trade Association (BRV), announced 24 Sept that in ‘rethinking’ trade fairs, they have decided to hold the show in two “parallel strands".

A “presence” trade fair will be held in halls 7 and 8 of Koelnmesse 18-20 May 2021, while a “digital” exhibition will take place at the same time for exhibitors and participants who cannot travel to Cologne due to Covid restrictions.

In order to address the pandemic concerns, stand areas are limited to a maximum of 150 square-metres. Additional capacities are offered by the "Lead Café" – consultation rooms that can be used flexibly are available here. 

For virtual participants, Koelnmesse said it had developed a digital platform on which the TTC@home trade fair is held. 

The "state of the art" platform, said Koelnmesse, is currently being successfully used DMEXCO, which it said is the largest trade fair for digital marketing & advertising in Europe. 

"Digital exhibitors can in this way present their products as photo and text information within the exhibitor showrooms and increase the attention their company attracts by embedding video content," the organisers said.

In addition, a series of measures have been developed to ensure the safety and health of the participants, the event officials added.

Originally planned for 9-12 June 2020, the four-day Tire Cologne show has been rescheduled for 18-20 May 2021 and reduced to three days, due to the Covid-19 pandemic.