Case history

Mido 2016 – Never Ending Wonder


The Scenario

MIDO, the international eyewear exhibition, is at the heart of eyewear business and fashion trends. Indeed, it has been the biggest international event dedicated to the sector in the world for over 45 years. A place that attracts players across the spectrum, from large companies and small manufacturers to emerging designers and niche brands.

The Challenge

To transform a system that was predominantly B2B into a hub able to attract people all year round, working on the content while shifting the focus from only the products to customs and trends. Formulating a comprehensive integrated Media Relations, PR, Digital PR and Social Media Management strategy, Mailander enhanced the excellence and leadership of the event. The direction taken made MIDO2016 more international, more social and less of an exclusively sector event.