The countdown for the upcoming Motorbike Expo (MBE), to be held in Verona Fiere from January 22 to 24, 2027, has officially begun with a new advertising campaign starring passionate riders.
We Are MOTORCYCLISTS" - a rider-centric identity
Motorcycle Expo (MBE) unveils its new advertising campaign as the international motorcycle event to be held in Verona Fiere from January 22 to 24, 2027. The campaign features bold, clear creative choices that do not put the motorcycle, parts, accessories, or product details front and center.
The campaign's visual is an image of a face gazing at the viewer through a helmet visor, representing the immediate, respectful, and above all understandable eye contact that motorcyclists share with each other. The background is dark, with no distracting elements. The headline is "We Are MOTORCYCLISTS," a brief, definitive, and unequivocal message.
MBE emphasizes community and growth.
The campaign is the centerpiece of a broader, more structured plan that will be widely promoted in Italy and abroad. It will include advertising in professional and general interest magazines, MBE's digital channels, digital billboards, and video production, as well as events, promotional activities, and social media content exclusive to MBE Privilege Club members.
Federico Añoletto, Head of Communications, said, "Through this campaign, we wanted to emphasize what has always been important to MBE and, above all, how the industry positions us: MBE is a true protagonist in the motorcycle sector, a customer of the exhibitors, and we are proud to be a part of this community. An event conceived and developed around the people who truly live and breathe motorcycling, MBE represents the perspective of enthusiasts. It's not just a venue or an experience, it's a true engagement with our community, our 'motorcyclists.'" He stated.
As the first event of the season, MBE takes place at a time when riders open their garages and begin planning their journeys, races, and adventures, and over time it has grown from dirt track enthusiasts to asphalt riders, from artisan tuners to renowned championship teams, and The atmosphere at MBE is genuine and passionate, a community gathering place, not just an exhibition visit for spectators.
The 2026 edition confirmed the MBE's growth trend with 180,000 visitors (from 95 countries), more than 700 exhibitors (distributed in 8 halls and interactive zones), and a total of 120,000 m² of exhibition space, with a 7% increase in visitor numbers over the previous year. Today, MBE is a true brand beyond the event period, functioning as an international media platform, with more than 100,000 followers on Facebook, 65,000 on Instagram, and 76,000 members who receive the Privilege Newsletter MBE Privilege Club community.
The launch of the new advertising campaign marks the official opening of the promotional activities for the upcoming MBE, which will be accompanied by the launch of a priority reservation period for exhibition space and the launch of the MBE World Tour. This is a schedule of participation in major motorcycle events in Europe, Asia, and the United States, providing an opportunity for MBE teams to be in direct contact with the international community. Motorcycle Expo 2027 will be held in Verona from January 22 to 24, 2027, with the support of main partners Liquimori and Virgin Radio. Since the last edition, the MBE has been part of the ITA (Italian Trade Agency) program, which aims at strategic cooperation between Italian companies and foreign markets.
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