CIFF and Bauer Media Outdoor partner to boost brand visibility beyond the fair
CIFF is strengthening its role as a year-round ally for brands through an official partnership with Bauer Media Outdoor, Denmark’s leading provider of outdoor media with the highest digital reach. The collaboration brings together two strong platforms to provide brands with new ways to connect with buyers, press, and the wider community, while expanding their exposure and impact across multiple channels.
During CIFF 66, the collaboration was brought to life through a coordinated out-of-home campaign across Copenhagen – from key arrival points such as Copenhagen Airport to metro stations, city locations, and the CIFF venue itself. The campaign featured Woodbird, a brand inspired by Scandinavian and Asian culture, drawing on its rich multicultural heritage to engage and inspire. The initiative highlighted how consistent, high-impact visibility can strengthen brand recognition, storytelling, and audience engagement well before visitors enter the fair.
“In a time where brands are navigating increased pressure and complexity, collaborations like this are more important than ever,” says Sofie Dolva, Director of CIFF. “By strengthening visibility and building bridges between partners, we can support brands in new and more relevant ways. CIFF is a platform and a community, and our role is to help brands grow, connect and stay visible, together with strong partners like Bauer Media Outdoor.”
“Seeing our collaboration with CIFF displayed across Copenhagen, especially the outdoor commercial around the city, was a surreal moment. Walking through the streets and unexpectedly seeing our work in that context made me pause. It wasn’t just exposure – it felt like recognition of the relationship and trust we’ve built over the years,” says Chung Wai Cheung, Founder of Woodbird.
A shared vision for creativity and added value
Bauer Media Outdoor sees the collaboration with CIFF as a natural extension of its mission to help companies create relevance and impact in public spaces.
“Our partnership with CIFF is a strategic collaboration. Fashion Week and CIFF are key events that put Copenhagen on the international map, and it’s important for us to help amplify their visibility. With our strong presence – from Copenhagen Airport to the metro and DSB – we can connect brands with both locals and the international audience visiting the city during Fashion Week,” says Britta Luplau, Head of Communication & Partnership at Bauer Media Outdoor.
As part of the partnership, Bauer Media Outdoor offers selected CIFF brands access to favourable solutions and creative opportunities, always approached with care and respect for each brand’s needs and scale. The focus is on exploring innovative OOH formats and added-value activations that strengthen brand presence rather than simply increasing exposure.
Buyer Simon Wiuff from the historic Danish department store Magasin du Nord also sees this as a powerful tool:
“From a buyer’s perspective, visibility in the urban space holds great value. When you already encounter a brand at the airport or around the city, it creates recognition and curiosity before you step into CIFF or another trade fair. It gives the brand a natural first position in the buyer’s mind and can, in practice, make you prioritize visiting the stand. This kind of strategic visibility can help put the brand on the radar even before the actual meeting at the fair.”
Looking ahead, CIFF and Bauer Media Outdoor aim to help fashion brands think holistically about partnerships, retail collaborations, building relationships with buyers, and consumer engagement – using visibility as a strategic tool rather than a standalone tactic.
