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AIME gets a bold new look for 2015

Attendees to this year's Asia-Pacific Incentives & Meetings Expo (AIME) will be the first to experience the event's new community strategy as well as its reimagined brand.

Attendees to this year’s Asia-Pacific Incentives & Meetings Expo (AIME) will be the first to experience the event’s new community strategy as well as its reimagined brand.

Working together with KarryOn’s parent company, Leedham Creative, the two companies created a new logo to better represent the event and take the show forward to an all year round strategy.

AIME logo

AIME’s creative new look.

‘Where inspiration begins’ is AIME’s new tagline that incorporates everything the brand stands for.

The new logo has been designed to show that AIME is collaboratively driven and developed by the event community with the bold new logo designed to work across both traditional and digital media more effectively.

“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.”

Karen Bolinger, Melbourne Convention Bureau Chief Executive

As the traditional exhibition’s model is being challenged AIME has also redefined its business, evolving from a two-day event to a year-round engagement with its community.

This will be executed across AIME’s three key pillars of Networking, Business and Education and deliver increased levels of expertise, knowledge and exchange of ideas to Exhibitors, Buyers and Visitors – the AIME community.

Jacqui Timmins, Exhibition Director at AIME and CIBTM, said the new AIME experience has been executed through a number of changes to the show floor in 2015.


The brand isn’t the only aspect of the event changed this year, there’s also new hubs for socialising and learning.

These include a new Community Hub – located in the centre of the show floor it is designed to facilitate the AIME Community connecting and engaging.

The hub also has roundtable coaching sessions to inspire attendees as well as ‘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.

“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.”

Jacqui Timmins, AIME and CIBTM Exhibition Director

“Our vision is to support and bring the business events community together, creating a new experience for Exhibitors, Hosted Buyers and Visitors. Understanding what their needs are prior to, during and after the event are fundamental to the new initiatives this year and how the AIME experience continues to evolve.

“AIME 2015 marks the beginning of a new strategic direction that will ensure we continue to lead the industry and provide added value to the business events community and its business growth.”

To be part of the new AIME era as it kicks off on 24-25 February at the Melbourne Convention and Exhibition Centre, visit

What do you think of the new positioning for AIME?