MBE 2027: the new advertising campaign will focus on MOTOCICLISTI

Motor Bike Expo, the international motorcycling event set to take place at Veronafiere from 22nd to 24th January 2027, unveils its new advertising campaign with a clear and daring creative choice: no motorbikes in the foreground, no parts or accessories, and no product details.

The campaign’s visual is, in fact, an image intended to be as powerful, as direct: a face framed by a helmet visor, meeting the viewer’s eyes. An immediate, respectful and, above all, knowing eye contact – exactly like that shared between motorcyclists. The background is dark, free from distractions. The headline is a statement: “We Are MOTORCYCLISTS”. Concise. Assertive. Explicit.

The campaign is the centrepiece of a wider, structured plan that will be promoted extensively both in Italy and abroad: from advertising pages in leading specialist and non-specialist magazines to MBE’s digital channels, from digital billboards to video productions. To complete the media plan, there will be a series of exclusive events reserved for Privilege Club members, a programme of live promotional activities and social media content that will be unveiled gradually in the run-up to the event.

“With this campaign, we wanted to highlight what MBE has always stood for and, above all, to proclaim how the industry itself identifies us: an event conceived and developed around people – the true protagonists of the motorcycling sector and the actual end-users, and therefore the customers of our exhibitors,” says Federico Agnoletto, Head of Communication at Motor Bike Expo. “MBE represents the perspective of enthusiasts, of those who truly live and breathe motorcycling. It is not just a venue and an experience to be enjoyed, but a genuine engagement with our community: that of MOTORCYCLISTS”.

A community first and foremost

Motor Bike Expo was born as the first real event of the season, that moment when enthusiasts start opening up their garages again, dreaming of planning trips, races, adventures and rallies… Over time, it has become much more: a genuine gathering place, where you can meet old and new friends, from those who love dirt tracks to those who clock up miles on the asphalt, from artisan tuners to teams from prestigious championships, from those who challenge the stopwatch on the track to those seeking freedom on a mountain road. The atmosphere at MBE is genuine and passionate: it is that of a community coming together, not simply an audience visiting an exhibition.

The figures of a growing event

The 2026 edition confirmed Motor Bike Expo’s uptrend: 180,000 visitors from 95 countries, over 700 exhibitors spread across 8 halls and as many interactive zones, covering a total of 120,000 m² and representing a 7% increase in visitor numbers compared to the previous edition. But today, MBE represents a genuine brand that goes far beyond the days of the event itself, functioning as a true international media platform: over 100,000 followers on Facebook, more than 65,000 on Instagram, and an MBE Privilege Club community with 76,000 members, who receive dedicated newsletters offering exclusive promotions and experiences.

Towards the 2027 edition

The launch of the new advertising campaign marks the official start of the promotional activities leading up to the next edition of MBE, alongside the opening of the priority booking period for exhibition spaces and the launch of the MBE World Tour: a schedule of appearances at the world’s most important motorcycling events across Europe, Asia and the United States, which will bring the Motor Bike Expo team into direct contact with the international community.

Motor Bike Expo 2027 will take place in Verona from 22 to 24 January, with the support of Main Partners Liqui Moly and Virgin Radio. Since the last edition, MBE has been part of the ITA – Italian Trade Agency programme, aimed at developing strategic connections between Italian companies and foreign markets.