The 'Your link to print' adverts will appear in around 500 specialist titles in more than 60 countries and incorporate an AR logo which when scanned with the camera on a mobile device or computer will fire up a 3D animation. The campaign uses the Junaio platform which offers a free reader app that the user downloads to their device.

"This logical linking up of print, internet and mobile systems is the central theme of our whole marketing campaign for drupa 2012 and is a continuous thread throughout all elements," said Petra Köhler, manager of marketing communication at Messe Düsseldorf. "In its marketing campaigns Drupa has always picked up on the latest print communication trends, adapted them to the specific needs of the world's leading trade fair and implemented them accordingly."

Students from Ruhrakademie in Schwerte helped develop some of the AR elements which were also applied to the visitor's catalogue, focusing on drupacity Düsseldorf and the Drupa specials.