Messe Frankfurt has put into action a comprehensive and focused media plan that aims to showcase the highlights and features of the fair in the majority of continents before the show's opening in the new year. Intersec 2009 will exhibit the latest technologies and apparatus in Commercial Security, Information Security, Homeland Security, Counter-Terrorism, Policing & Law Enforcement, Fire & Rescue and Health & Safety. A conference featuring a host of leading international professionals, academics and industry specialists will also be conducted.

"With the importance of global security, safety and protection being at its highest across governments, corporations and households in the past decade, we have pulled out all the stops this year to make sure that this trade fair and conference will be the biggest ever," asserts Angela Schierholz, senior show manager for Intersec 2009. "Such is the priority of this show that not only is our regional office in Dubai working on the event, but our 29 subsidiaries, 5 branch offices and 48 international sales partners, including our mother company in Frankfurt, are involved in running this campaign across their markets, press networks and databases. When we say our show is going global, we truly mean it".

Messe Frankfurt's marketing campaign includes an integrated print, radio and web strategy that will spread across a variety of new and old markets. "Since the majority of surveyed target markets for our visitors at Intersec 2008 was Europe, the Americas, Brazil, Russia, India and China and over half of the total 20,000 came from abroad, we decided to capitalise on our global appeal by expanding our media coverage to Scandinavia, Australia, Korea, Pakistan, Taiwan and South Africa, just to name a few," enthuses Angela.

A large direct mail initiative is already in progress with close to fifty thousand invitations being dropped on doors and tens of thousands more newspaper and magazine inserts reaching previous visitors and customers, globally. In terms of print, the show organisers have specifically targeted leading broadsheets and specialist journals with advertisements and editorial placements in not just the GCC and Middle East, but also in the UK, Austria, Germany, Switzerland, Italy, France, China and India. "We have even extended our marketing campaign to the Americas, Spain and Latin America," adds Angela.

"In the run up to the trade fair and conference, all our target markets will have gained ample information on the technology, equipment and services that will be offered at the fair, not to mention which industrial experts and academics will give speeches," explains Angela. "With our sustained advertising strategy, we think it will be a challenge for any company involved in security, safety or protection, not to know the details of Intersec 2009".

Market statistics at a glance:

- The ME security technology and appliances market is estimated to mount to USD 2.1 billion and will increase by 50 percent until 2013.

- The economy of terror in the last decade is estimated at over Euro 1.3 trillion.

- Middle East and Africa IT spending will cross the USD45 billion mark in 2010 - GCC accounts for 23 percent of this

- Growth rates predicted for 2008: Saudi Arabia +45 percent, UAE +36.6 percent, Bahrain, Kuwait, Oman, Qatar +27.2 percent.