Introduction RAI Live! is the new digital, interactive narrowcasting medium of Amsterdam RAI. It provides visitors with dynamic, customised information on the screens in all the RAI’s exhibition halls and meeting rooms. And it gives advertisers the opportunity to get across their message at the right moment, at the right location and to the right target group. Take a look at where you’ll shortly be in the RAI. And see how RAI Live! will move your customers too.
- RAI Live! How it works.
- RAI Live! All the possibilities at a glance
- Facts and Figures on RAI Live!
RAI Live! How it works
700 digital screens throughout the RAI’s entire exhibition and convention complex can transmit targeted messages at any desired time and on any desired screen. What is unique about RAI Live! is its ability to combine messages that are of differing content and have differing communication functions; signposting, general information and commercial content are combined on screen. These messages are shown in a fixed combination on screen. The screens are hung in rows or columns of two or three. This combination ensures that RAI Live! has huge attention value. Anyone wanting to find out where they are in the RAI naturally looks at the screens, and RAI Live! capitalises on this unique moment. This is how RAI Live! moves its public.
RAI Live! All the possibilities at a glance
RAI Live! comprises a number of different information layers. This is how we communicate with and inform the target group during the exhibitions. But you can also transmit interesting information during the periods of the exhibition build-up and dismantling. Below is a list of all the possibilities of RAI Live!
- Event and exhibition signage
- Look and feel
- Content (commercial information: advertising, promotion and infotainment)
Event and exhibition signage
Hung throughout the building are screens on which visitors can clearly find out where they are and what time it is and can see all the RAI’s general purpose communications, for example about car parking, toilets and catering facilities. The messages on the screens then direct everyone as quickly as possible to the nearest exit.
There’s no better way of getting your exhibition visitors to move around than by transmitting your exhibition and event programme on RAI Live! In this way you can lead your visitors along the events or stands of most interest to them.
Look and feel of an exhibition/event
RAI Live! enables visitors to see your brand at a glance. In this way you can enhance the recognisability of an exhibition or event and boost its name recognition. This also increases the attractiveness of the screens and the information they contain. As you will notice, people will appreciate both the screens and their content even more.
Content (commercial information: advertising, promotion and infotainment)
Commercial opportunities of RAI Live! are unparalleled in the world of exhibitions and events. Unleash your creative talents and think how you can best get your visitors moving! Will your visitors arrive mainly via Schiphol Airport? If so, RAI Live! shows the departure times of flights from Schiphol. Promoting special exhibition facilities such as the bag and case depository at the Huidshoudbeurs (Homes and Interior Exhibition), catering promotional facilities during the Horecava hospitality and food service trade fair or ‘just plain old’ advertising: it’s all possible on RAI Live!
Facts and Figures on RAI Live!
RAI Live is ‘made to move people’. The first statistics speak for themselves:
50 kilometres of cable have been used in the construction of RAI Live!
RAI Live! uses several channels, such as arrival, departure and exhibition hall.
RAI Live! consists of 700 LCD screens, 389 of which are permanently attached to the building and 311 of which are mobile and can be positioned where needed.
The casings incorporate LED lighting to draw attention to the screens and are vandal-proof.
The screens measure 32” or 42”.
The signposting screen is on the left or at the bottom and the commercial content on the right or at the top.
RAI Live! only transmits images (stills or moving images).
RAI Live! has a fixed transmission schedule: 6 times an hour your message is on screen for 20 or 30 seconds.
Conclusion
Amsterdam RAI is the first organisation in the international exhibitions and events industry to apply narrowcasting and leads the way in the world in providing combined signposting and substantive and commercial content on screen in a manner that allows an immediate response to events as they happen.
What is narrowcasting?
Narrowcasting is a derivative of broadcasting. Whereas television is a means of contacting a wide target group, narrowcasting is used to approach a more specific target group. The specific target group is approached at specific locations and moments by means of television screens.
Narrowcasting is generally applied at locations where people are more receptive to commercial messages (for example, waiting rooms). Well-known examples are the screens in McDonald’s restaurants, Heineken’s ON pub screens and the screens at Schiphol Airport. RAI Live! is the first narrowcasting system in the world of international exhibitions and events.
Video impression
RAI Live video (Dutch)