Conference News April 2018 - Page 9

9 News Brand alignment key for corporates Minister pledges support for industry Speaking at a recent meeting of the Business Visits and Events Partnership (BVEP), Michael Ellis MP (pictured), parliamentary under secretary of state for arts, heritage and tourism, thanked the industry for its hard work and underlined his willingness to offer more support. Industry representatives, including from UK trade associations AEO, ILEA, Event Marketing Association, EVCOM, NOEA, ICCA and HBAA, highlighted issues and opportunities arising from Brexit, and called for a bigger role for government intervention. The continued role of the GREAT funded Event Support Programme, operated by VisitBritain, was discussed and the meeting stressed the importance of the increased participation from the Department for International Trade. The minister acknowledged the importance of soft power support from government ministers and departments in attracting events to Britain and confi rmed his willingness to be fully engaged. The importance of venues with a strong brand alignment is becoming increasingly popular among event organisers, according to a new report by Twickenham Experience Limited. The paper reports on the outcomes of a focus group consisting of both agency staff and corporate brands and business, run by Twickenham Experience Limited in partnership with The Live Group. The main fi ndings underlined the importance of brand alignment in venue selection, both to attract delegates, create complementary social programmes, and show an additional level of care from the organiser to their guests. The consensus was that brand alignment could come on different levels, from the venue’s reputation outside of the industry, to the emotional connotations of the organisation. “Brand is everything to us. The main priority is to make sure the venue is physically capable of hosting the meeting, after that it’s all about the brand alignment we can connect to,” said Nilu Karavadra, marketing director, EMEA, Aveva, who also sat within the focus group. The total amount, in square metres, of usable event space at the new Farnborough International Exhibition & Conference Centre. with ith Intuitive venue search and booking boo king w over 57,000 ,000 venues at home and abroad www.conference-news.co.uk