Messe Berlin (ITB Asia 2025)
Driving Qualified Registrations for Asia's Leading Travel Trade Exhibition
At a Glance
Background
Background
Messe Berlin is one of the world's leading trade fair and congress organisers, with a history spanning more than 200 years and a portfolio of over 100 events annually across industries.
Recognising the region's growing market potential, Messe Berlin established its Asia Pacific headquarters in Singapore in 2007, bringing its global expertise closer to the customers and industries it serves across the region.
ITB Asia is Asia's leading travel trade exhibition, organised by Messe Berlin and held annually at Marina Bay Sands, Singapore.
The event is the premier marketplace for the region's travel industry, bringing together travel suppliers, tourism boards, airlines, hospitality brands, travel technology companies, and MICE professionals from across the Asia-Pacific region.
For exhibitors and attendees alike, ITB Asia represents a concentrated opportunity for business development, partnerships, and industry intelligence. The stakes for visitor registration are high: the quality and volume of attendees directly determine the value of the event for every stakeholder on the floor.
Challenge
The Challenge
ITB Asia 2025 needed to drive a substantial volume of qualified visitor registrations within a compressed campaign window, without sacrificing cost efficiency.
This was not a straightforward awareness play. The target audience was highly specific, including senior decision-makers and industry professionals across travel, tourism, hospitality, MICE, and travel technology, and spread across multiple countries and seniority levels. Reaching them with generic targeting would be wasteful, while missing them would mean underdelivering on registrations.
The key challenges were:
Strategy
Our Approach
Brew developed a structured multi-channel strategy that assigned each platform a specific role in the buyer journey, from awareness and consideration through to registration. Rather than running identical campaigns across every channel, we engineered a funnel in which LinkedIn, Meta, and Google each amplified one another.
1. Google Search for Capturing High-Intent Demand
When a senior travel industry professional is actively looking for a trade event to attend, or specifically searching for ITB Asia, search is the moment that matters most. These users have already formed intent; the job is to show up clearly and convert efficiently.
We built four distinct Search campaign types, each targeting a different segment of intent:
Brew crafted Google Display ads reaching travel and hospitality professionals across key Asia-Pacific markets.
Search advertising captures demand that already exists. A professional actively typing "travel trade exhibition Asia" or "ITB Asia registration" has self-selected as a high-intent prospect looking for exactly what the event offers.
By segmenting campaigns by intent type rather than running a single catch-all campaign, Brew could tailor bids, messaging, and landing experiences to each audience's specific mindset, maximising relevance at every touchpoint. Continuous ad copy testing and search term refinement sharpened performance throughout the campaign.
The show floor fills with travel, hospitality, and MICE professionals at ITB Asia, a direct result of Brew's multi-channel visitor registration drive.
2. Meta Advertising to Converting Warm Audiences Efficiently
Not every qualified prospect is searching at any given moment. Meta's strength lies in reaching people across Facebook and Instagram based on who they are and what they care about, and then re-engaging them through retargeting once they've shown interest.
Retargeting works because familiarity reduces friction.
A prospect who has already visited your registration page has cleared the awareness hurdle; they know the event exists and showed enough interest to click through. Re-engaging them with a focused conversion message, rather than a broad awareness ad, meets them at the right stage of their decision.
Meta's pixel-based retargeting allows that audience to be reached cost-efficiently across placements, making it one of the strongest levers for driving registrations from an already-warm pool.
Meta ads were designed to attract exhibitors by showcasing what matters most at ITB Asia 2026: access to a concentrated audience of serious buyers from across the Asia-Pacific travel and hospitality industry.
Exhibitors connect with qualified travel sector buyers at ITB Asia, with the calibre of audience shaped by Brew's targeted digital marketing approach.
3. LinkedIn Advertising to Reach Decision-Makers
LinkedIn is the only platform where businesses can reliably target by job title, seniority, company size, and industry simultaneously.
For an event where attendee quality matters as much as volume, LinkedIn's targeting depth is irreplaceable.
Brew built campaigns to reach professionals specifically within Travel and Tourism, Hospitality, Travel Technology, and MICE and Events.
Targeting parameters were refined throughout the campaign to sharpen engagement among senior managers, directors, and C-suite professionals, the decision-makers who drive event attendance and, in many cases, represent entire delegations.
Professional identity on LinkedIn is accurate in a way that no other platform can match. Users self-declare their job titles, industries, and seniority, and keep that information current because it's tied to their professional reputation.
This makes it uniquely powerful for B2B event marketing, where the value of an attendee is closely tied to their role and sector. LinkedIn also primes audiences before they reach conversion channels: a professional who sees ITB Asia consistently in their feed is far more likely to engage when they later encounter a Meta retargeting ad or a Google Search result.
Brew crafted LinkedIn ads reaching senior decision-makers across travel, hospitality, and MICE, with creative and copy highlighting exclusive networking sessions, keynotes, and panel discussions by leading industry voices.
4. The Cross-Channel Funnel
The most important strategic decision was treating the three channels as a system rather than three independent campaigns.
Each channel fed the next. LinkedIn's audience quality raised the floor for Meta retargeting. Meta's conversion efficiency kept the overall CPA contained. Google's branded performance anchored the campaign's return on spend. Together, they formed a funnel where no qualified prospect fell through the gaps.
Impact
Results
Across the campaign period, ITB Asia generated 533 visitor registrations through a coordinated, multi-channel approach.
Google Ads was the primary driver of this performance, contributing the majority of all registrations. Within this, the ITB Branded campaign stood out as the most efficient source of sign-ups in the campaign, reflecting strong existing awareness and intent among people actively searching for the event by name. Search engagement also strengthened over the course of the campaign, with more of the audience clicking through to register as the campaign progressed.
Meta Ads, with 150 registrations, delivered the strongest cost-efficiency of any individual channel, with retargeting playing a significant role in converting audiences who had already shown interest earlier in their journey.
LinkedIn, meanwhile, played a different but equally important role. Rather than driving registrations directly, it was central to building and qualifying a highly targeted professional audience, one that Meta and Google were then able to convert further down the funnel. Engagement on the platform improved substantially over the campaign period, reinforcing that the audience being built was increasingly relevant and receptive.
Taken together, the results demonstrate the strength of a coordinated multi-channel approach, where each platform plays a defined role in the funnel, delivering a meaningful volume of qualified registrations efficiently, even within a tight campaign window.
