Wega launches new communications campaign

Wega Macchine per Caffè is once again attending HOST, the international fair for the hospitality profession and world leader in the Horeca sector. Now in its 40th edition, the fair will be held from 20 to 24 October in the pavilion of the Fiera Milano exhibition centre in Rho. On show in the Wega exhibition space (pavilion 24, stand D52 – D60) will be the company’s leading machines. The Wega factory in Susegana, in the Veneto region of Northern Italy, covers an area of over 20,000 square metres, making it the biggest single coffee machine factory in the world. The position of honour will be reserved for the My Concept machine, the flagship machine of the Green Line range and the ultimate in energy saving and Wega technology. With its innovative functions, including the ability to store different settings and communicate with mobile devices, this completely customisable coffee machine aims to meet customers’ needs. Visitors will also be able to get up close and personal with the young, funky IO with its vibrant colours, a neon take on the Italian flag; the Polaris, a high-performance machine with futuristic bodywork enhanced by LED lights on its side panels; the Vela Vintage, a real cult object for baristas who still prefer to prepare coffee using a lever-operated machine; and the beautiful yet functional Mininova Classic, which brings elegance and versatility to any space, acting as a decorative object. At the Milan fair, Wega Macchine per Caffè will also launch its new visual communications programme “Wega Dreamers”, designed to showcase the brand and its different collections, conveying the values of the Wega offering through words and images. An extremely evocative and emotional campaign which plays on a single theme, dreams, as Paolo Nadalet, Managing Director of Wega, says: “Dreams are part of life. They complete it. Who has never had a dream and tried to make it come true? Dreams inspire us, they make the present more alive, more real for us. That’s why we chose people who in their lives have taken a chance on a dream in order to achieve their goals, to turn their dream into real life. Women and men who have decided to pursue excellence, creating exceptional stories. Just like we do at Wega. And for each person we have tied in a value that best expresses their personality and at the same time represents the characteristic which makes each of the seven Wega collections unique.”

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