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Published on Jan 26, 2011
The Floriade is the World Market Gardening Exhibition that is organised in the Netherlands once every ten years. The sixth edition of the Floriade is to take place from April through September 2012 in the region of Venlo. It is the only world exhibition in the Netherlands and the organisation expects to welcome at least 2 million international visitors. The theme is: "Be part of the theatre in nature, get closer to the quality of life."
Movico, in co-operation with the Floriade, has designed a roadshow trailer that is to promote the world exhibition event at over 60 different locations per year in the years preceding 2012.
Fairs and other events at home and abroad are frequently visited in order to inform people of this impressive exhibition.
The promotional trailer that was selected for this event is the so-called Road Expo. It is an eye-catcher of stature at any location. This roadshow trailer has 2 storeys and is very accessible for the public as the entrance is on the ground level.
A promotional film on the Floriade and the events leading up to this world exhibition in 2012 is shown on the 2nd storey.
The campaign regarding the Floriade 2012 has already received a significant international award, the IAAPA Brassring Award. The jury referred to "an extremely appealing and colourful campaign in every aspect; one which made excellent use of the available forms of the media." The Floriade Roadshow in particular was praised in the jury's report. The Floriade 2012 surpassed other nominees in this category, such as the American Six Flags firm, the English Blackpool Pleasure Beach and the San Diego Zoo.