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The International Association of Exhibitions and Events (IAEE) is launching the largest public relations campaign in its 83-year history to generate awareness in about the value of exhibitions on business and commerce. IAEE has selected Edelman Public Relations as its partner and agency of record to implement this key strategic initiative to communicate the good work and positive impact exhibitions and events deliver to local communities.
“There has never been a better time to tell the industry’s story,” says IAEE Public Relations Task Force Chair Kimberly Hardcastle-Geddes. “We are excited about the unanimous decision to partner with Edelman for IAEE’s first, widespread public relations campaign. Since this is the largest strategic initiative identified by the Board of Directors, a major fundraising effort has allowed us to retain one of the best agencies in the business. Together, we will diligently work to tell our story in the general business marketplace, and I am confident the results will make members proud.”
The public relations campaign will officially launch at Expo! Expo! IAEE’s Annual Meeting & Exhibition scheduled to be held 6-8 December in Las Vegas. The IAEE Public Relations Task Force led by IAEE members Kimberly Hardcastle-Geddes, Nina Carrara and Paige Cardwell, aims to strengthen and enhance the exhibitions and events industry’s reputation as a preeminent medium for conducting business and bringing buyers and sellers together around the world through this three-year campaign.
“The exhibition industry remains the most resilient business to business marketing and communications channel despite the challenges brought about by the most serious recession in the nation’s history,” says IAEE Chairman Vinnie Polito. “The exhibition remains the preeminent choice of corporate marketing executives, and we have a unique opportunity to build upon this strength and to further reinforce the fact that exhibitions can do more to advance corporate objectives than any other medium. Since this is the most important industry-wide initiative during by term, I am extraordinarily pleased that the Public Relations Task Force has selected Edelman to tell our story to make a positive and enduring impact in the global marketplace.”
The Public Relations Task Force has been charged with developing core messages that convey IAEE’s considerable commitment to promote the value of face-to-face marketing through media messaging and to effectively implement this campaign, fundraising goals have exceeded all expectations. The enormous contributions pledged as a result of the tireless efforts of the IAEE Public Relations Task Force Fundraising Committee will be used to support key priorities focusing on member and industry-centered initiatives established in IAEE’s strategic plan.
“While I acknowledged the challenges inherent in such a major fundraising effort, especially in today’s economy, I was enthusiastic and optimistic about achieving the campaign’s goal,” notes Visit Orlando’s President and CEO Gary Sain. “All of my fellow directors joined me in embracing the charge that would guide us, and we set out to determine the capital required to implement this program. I am confident that, with IAEE members’ support, as well as that of our many colleagues in the industry, together we can achieve our objectives.”
In order to provide an exceptional return on IAEE members’ expectations and investment, IAEE will focus the campaign on the following:
– Leverage strengths of face-to-face opportunities
– Promote the ongoing relevance of events
– Increase the favorable impression of events
– Compile real stories about the power and uniqueness of trade shows
– Differentiate trade shows from other forms of engagement
– Craft a succinct, compelling and relevant message
– Leverage new media and digital opportunities to expand reach and build online buzz
Organizations and events industry-wide will be engaged to participate and collaborate with one unifying message: face-to-face is vital. The campaign will continue through 31 December 2014.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
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