The 23rd annual Asia-Pacific Incentive & Meetings expo (AIME) kicked off today with refreshed branding and a re-engineered programme, mostly led by buyer feedback.
The new logo and tagline, “Where inspiration begins”, is part of the show’s new direction for 2015, which includes a shake-up of social networking events as well as show floor space design, and according to Melbourne Convention Bureau chief executive officer, Karen Bolinger has caused a “stir” in the industry.
“Along with a new visualised identity it’s about the depth, and of course many other exciting changes to AIME this year,” Bolinger said.
“We’ve completely reengineered the programme and shaken things up, and I believed we’ve caused a bit of a stir in the industry.”
“This show is in fact about the buyers and the visitors, not necessarily about the exhibitors, although but it’s wonderful to have the exhibitors own the show so much, but its the buyers who are the ones we talk and communicate to,” Bolinger said.
“We’ve wanted listen to them and evolve AIME and focus on enhancing the business opportunities, networking and selling occasions within the occasions themselves.”
Amongst the changes, one of the biggest was the decision to scrap the free-to-attend welcome cocktail reception, in exchange for a ticketed Gala Dinner hosted by MCB on Wednesday to be held at Central Pier.
“This is designed to be an exclusive event to bring the exhibitors and buyers together and consolidating those connections from those two days. If you (buyers) don’t find them (exhibitors) on the show floor on the two days you can find them and sit with them at dinner,” Bolinger said.
The programme revamp is underpinned by the decision to evolve the show from a two-day event into a year-round engagement with the AIME community, according to organisers.
“It is about our brand remaining relevant,” Bolinger said.
“The value of face to face networking is consistently reinforced by business and industry professionals and the desire to meet is human nature. However, due to technological innovations and new digital media the way we now conduct business has shifted to a hybrid of face to face and digital touch-points to connect and converse.”
A new Community Hub has been introduced in the centre of the show floor, resulting in a revamp of the entire exhibitor floor map.
“The central Hub includes roundtable coaching sessions to inspire, ‘silent seminars’ where attendees can listen to influential speakers and, a networking area to provide a unique meeting space to connect in a relaxed, informal setting,” AIME exhibition director, Jacqui Timmins said.
“The entire show floor has also been redesigned for ease of access and an enhanced attendee experience. Specific sections including geographic regions, hotels, venues, and products and services have been allocated to different ‘zones’ so that all attendees are able to easily and quickly find the suppliers they wish to connect with.”
Covering an expansive 600sqm, the Hub will be broken into four key areas of – Business, Knowledge, Inspiration and Networking.
Some 700-hosted buyers, 40% attending for the first time, are expected to attend 11,000 meetings over the next two days.
