Feb 23 21


MCE LIVE + DIGITAL, which combines an in-person «live» event with an online «virtual» component, will bring place from April 8 to 9, 2021 at MICO, Fiera Milano Convention Center, where the physical experience will take place backed by a virtually rich online platform for new integrated forms of meetings. The online component add added value to provide better connections and create a seamless event experience for visitors and exhibitors.


MCE LIVE + DIGITAL has a unique digital platform, selected internationally by Reed Exhibitions, MCE organizer – MOSTRA CONVEGNO EXPOCOMFORT – intuitive and simple, based on Al technology that is perfectly adapted to the new needs of the trade fair and events business.


“MCE LIVE + DIGITAL will blur the lines between the digital and the physical, stated Massimiliano Pierini – Managing Director of Reed Exhibitions Italia -. We have chosen this type of format to continue offering business opportunities for our entire value chain, the manufacturing and distribution industries, and of course, to a variety of qualified professionals who need to meet, confront and interact, even more in this new normal. A hybrid format where the digital component plays a crucial role in integrating and increasing meetings In person, which remains and will remain irreplaceable, socialization is intrinsic to human nature.


Digital services will also accompany us in the future. For this reason, we have devised a suitable support model for our exhibitors to explain the different forms of communication available, so that they can be well prepared for the fair and take advantage of this opportunity, which I hope will give a new impetus to the the whole sector «.

Regarding the exhibiting companies, multiple participation options have been investigated that provide a wide selection. From physical cabinets, with turnkey size and configuration options, or raw spaces, together, of course, or opportunities for digital visibility, to virtual participation only, particularly for foreign companies that will not be able to to attend to the ideal choice of both solutions.


More particularly, there is a wide range of networking and visibility tools available in the MCE virtual suite.

LIVE + DIGITAL: from the opportunity to enrich the company profile, to photo galleries and product videos, recommendations and matchmaking, chat and lead generation functionalities. From networks to individual meetings, and those with everyone, from digital catalog that includes company events, live broadcast attendance, to a rich appointment calendar.


All this will be extremely effective thanks to the potential of Artificial Intelligence capable of analyzing behavioral data of exhibitors and visitors and that allow future business meetings.


Also, real-time data Controls are granted to each exhibitor on their participation, the activities of the team involved and the return of investment. In addition, the MCE LIVE + DIGITAL online platform will be available until April 16, 2021, thus offering more business contacts.


In addition, professionals will have free access to the event. The MCE LIVE + DIGITAL virtual platform will offer all professionals a wide range of services, from the meeting with the companies attending the event, to the registration for business webinars, conferences and on-site seminars, organized in collaboration with the leading trade associations that have always been partners of MCE. The strength of MCE LIVE + DIGITAL relies on the opportunity to plan in advance your own personal meeting schedule, both physical and virtual, and of course, the opportunity to visit the event in complete safety and respecting the rules of social distancing thanks to the complete package of measures adopted by MICO complying with current regulations.


MCE LIVE + DIGITAL will have the support of a targeted communication campaign, through all MCE channels and from various partners; involve a target of qualified Italian and international professionals. In particular, we will select the foreign delegates who will attend the event in collaboration with PROMOS and Agenzia ICE.


MCE LIVE + DIGITAL will be linked to MCE – MOSTRA CONVEGNO EXPOCOMFORT rescheduled from 8 to 11 March 2022, with the aim of accelerating business opportunities for all industries in the reference sectors.






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