Already in medieval fairs, there was a main need: to catch the attention of the attendants and to take them closer to the product being offered. The means to get it have changed, and the technology and the audiovisual systems have replaced spokesmen and heralds. But there is something that has not changed: what is going to attract the audience is going to be the most eye-catching, innovative and surprising of the Fair. The companies that will be remembered will be the ones that manage to find the best way to pass on their message to visitors and participants.
Nevertheless, nowadays you have to go even one step further ahead. You have to enlarge the “fair grounds”. Computer systems and Internet pave the way to virtual fairs, to participatory applications… In conclusion, to marketing and communication ways that did not even exist not so long ago.