LDI joins forces with Messe Frankfurt

Germany / USA - Messe Frankfurt, organizer of Prolight&Sound, and Primedia, producer of the LDI exhibition and Entertainment Design and Lighting Dimensions magazines, have announced a strategic alliance. The statement issued jointly by the two organizations says: "This allows our attendees and exhibitors to take advantage of a wide range of sales and marketing objectives without increasing the number of shows. The initial result of this agreement will include combined marketing efforts designed to help promote each group's events, with more concrete synergies as the relationship grows."

Details of what the new relationship will entail, and what benefits it might bring to exhibitors and visitors to the two shows, are yet to be revealed, although it appears that Primedia is looking to strengthen the LDI exhibition's pro audio presence by cross-selling exhibiting and marketing opportunities with Messe Frankfurt, whose ProLight&Sound exhibition has a strong pro audio presence. The recent re-branding of LDI as 'The Entertainment Technology Show - ETS-LDI' was an initial step away from a name with strong lighting associations, and towards a broader entertainment technology market identity for the exhibition.

(Lee Baldock)

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