Challenge to traditional exhibitions model prompts AIME redirection

ENGAGEMENT is the keyword in AIME’s new strategic direction, which will be executed across the show’s three pillars of networking, business and education.

The MICE tradeshow kicks off today at the Melbourne Convention and Exhibition Centre with a new direction, and will transform the AIME experience for both exhibitors and buyers.

Karen Bolinger, CEO of Melbourne Convention Bureau, said that as the traditional exhibitions model is being challenged, AIME is redefining its business and evolving from a two-day event to year-round engagement with its community to deliver increased levels of expertise, knowledge and exchange of ideas among before, during and after the event.

AIME’s new direction is supported by a new logo and the tagline Where inspiration begins, to show that the AIME community is driven by collaboration and developed by the industry.

New initiatives in development include pop-up networking and education events, and regular focus groups throughout the year. New on-site experiences include a central community hub area and a wide range of business development coaching workshops.

“These changes to AIME have been done firmly with our customers in mind. It is about remaining relevant and implementing new ways to continually increase the value to exhibitors, buyers and visitors,” 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,” she said.

“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.”

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