Tampere Trade Fairs
Tampere Trade Fairs is a multi-industry operator whose digital presence underwent a major renewal between 2024 and 2025. The project, covering several of the group’s websites, was launched to modernize and unify both digital look and functionality. The renewal was preceded by a rebranding carried out by an external partner, which provided an excellent foundation for rolling out an entirely new visual identity across the websites.
Starting points and objectives
The renewal began with the website of Finland Events, an event organizer focusing on corporate customers. In planning the site structure, strong emphasis was placed on conversions and effectively showcasing reference cases. In designing the page templates, conversion points played a key role in guiding users naturally toward desired actions. The goal was to create a site that was not only visually fresh but also supported the user journey and promoted business objectives.
Design and technical implementation
We were responsible for the design and implementation of the websites’ user interfaces in accordance with the new brand guidelines, ensuring a consistent and modern user experience across the group’s sites. Communications agency Tulus handled content production in close cooperation with Tampere Trade Fairs’ in-house team.
The websites were built on WordPress and its modern block editor. Block-based building enables flexible content management and allows site administrators to create diverse layouts without technical expertise.
A central part of the renewal was the smooth integration of form data with Tampere Trade Fairs’ CRM system. Data is transferred to Salesforce using a WordPress plugin called CRM Perks. This integration solution makes it easy to link form fields directly from the WordPress admin panel without coding, significantly streamlining sales and marketing processes. Thanks to the ease of integration, some forms have been implemented directly on event websites.
Both Finland Events and Expotec rely heavily on customer references, highlighting staff expertise and easy contact. The Finland Events site highlights team expertise and successful projects through client references, while Expotec showcases a high standard of design and execution. Users can select their preferred models and styles to include with their contact request, streamlining the follow-up process.
Project progress
All five planned sites have now been launched. In addition to Finland Events and Expotec, we delivered a new look and technology for the Tampere Trade Fairs main site and the Tampere Sports & Expo. The main site serves a strong hub for individual event websites located outside the multisite structure.
In the first phase of the project, we implemented two B2B business sites: Expotec, focusing on trade fair construction, and Finland Events, which highlights event organizing facilities. Following these, we moved to phase two, implementing the group’s next two sites while leaving room for further development. The main site and the Tampere Sports & Expo site function primarily as guiding and informative landing pages. The main focus is to direct visitors to event pages and provide information about facilities and booking opportunities for events, trade fairs, or smaller meetings. At this stage, content types were expanded beyond references to include event cards, current news, and numerous facility pages showcasing specific features, capacity, and floor area.
In the third phase, we implemented the Finnresta site, which focuses on restaurant services. A unique feature of the Finnresta site is that potential restaurant, café, and pop-up locations within the facilities are presented as individual pages. Additionally, event-specific menus are managed on the same site. We also designed the Finnresta menus to be embeddable on third-party sites, allowing the restaurant offerings to be displayed directly on the specific event pages where visitors look for them.
Moving all sites to a single modern platform under a unified visual identity has clarified the group’s digital presence, improving the user experience and streamlining content management and data utilization. The renewal creates a solid foundation for future digital development and supports Tampere Trade Fairs business objectives.
