The move by event organiser Reed Exhibitions takes into account the positive impact of the personalisation made possible by variable data digital print. Backers claim response rates as high as 40%.
The pavilion will feature a 60-delegate theatre, with eight speakers a day, and a surrounding display area. The IDMF takes place at London's Earls Court on February 22-24.
Although print has always been an important aspect of the IDMF, which attracts more than 10,000 visitors annually, this is the first time that there has been a major focus on digital print.
Exhibition director Darren Whitehead says: "The effective use of digital print has the potential to increase response, reduce wastage and improve customer relationships. In doing so, it significantly improves return on investment. Direct marketing industry leaders are already acknowledging the power of digital print and next year's show will bring it to the mainstream."
Reed Exhibitions and the BPIF are shortly expected to announce high-profile sponsors of the pavilion.
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