DIE HOHE JAGD & FISCHEREI

How do you market a trade fair so successfully that it becomes the most successful fair format in Salzburg's history?

When we took over social media management for the "Die Hohe Jagd & Fischerei" fair in Salzburg in May 2025, we had no idea what an unprecedented success this campaign would become. A clear strategy soon emerged: to sidestep the classic trade-fair problem of limited time-based relevance on social media, we had to put entertainment before information. Our target-audience analysis confirmed this approach: the fair's audience was receptive to exactly this kind of strategy.

So we created purely entertainment-driven formats: hunting memes, an AI-generated vlogging marmot, and a deliberately provocative communication strategy. The plan worked. The marmot also allowed us to convey information in an entertaining way that would otherwise have been lost in the noise. A marmot vlog about the parking situation during the fair, a topic that would otherwise have made it into the feed as nothing more than a simple graphic, racked up over 25,000 views. Some of the hunting memes reached over 150,000 views as well.

The ticket campaigns we ran for the exhibition center gave us the first quiet inkling that we were on course for success.

And when the fair arrived and more than 48,000 visitors stormed the halls, it was clear: we had done it. The most successful overall campaign for a trade fair ever seen at Messezentrum Salzburg.