But please remember: Elmia invites visitors to the fair – you invite them to your stand.

We are often asked about press coverage of the fair – therefore, send us your press information in good time before the opening. There is a well-staffed press office at Elmia, which is the natural meeting and workplace for journalists visiting the fair.

Your press folder should contain:

A brief description of your exhibits. It should not be longer than one page and consist of a short introduction describing your new product. If there is more than one, describe them separately. Use a catchy headline. If you have not got a suitable press release, a good picture and a caption will do. Journalists expect impartial basic information that they can later work on themselves. Therefore, avoid using superlatives when writing about your product, journalists will form their own opinions in any case. Only genuinely new products should be presented as news in your material – journalists know more than you think…
Journalists do not want thick 4-colour brochures and other promotional material.
We need about 20 folders in Swedish and some in English.

Send to:

Elmia AB, Elmia Nordic Rail 2011, Press Service, Box 6066,
SE-550 06 JÖNKÖPING, SWEDEN.

A few tips

To conclude, we would like to give you some advice about how to reach out to the media.
Send us the press material for the exhibition in advance.
A press release with a good picture will do just fine. (Please note, no printed matter.)
1. Send the press material to your own press contacts to inform them that you are participating in the exhibition.
Many trade journals want to write about new products ahead of an exhibition, which will give you a chance to attract many interested visitors to your stand.
2. If you would like to arrange your own press show at the fair, contact Linda von Essen-Sylvén to make sure that it does not coincide with other arrangements.
3. Contact Linda von Essen-Sylvén for further advice!

Use your imagination!

Above are a few examples of how to use invitations to attract visitors to your stand. Use your imagination and find other ways, such as advertisements (include your stand number), sending e-mails, and advertising on your own website. Make your target group understand