One year out from the inaugural show, the organizers behind new global meetings industry trade show IMEX America have signed a major marketing agreement with Cvent, the world’s largest meetings management software company.
Through the alliance, Cvent and the IMEX Group will jointly market IMEX America, which will launch at the Sands Expo/Venetian Palazzo in Las Vegas on October 11, 2011, to an extensive, high-level audience of qualified buyers and suppliers from within the United States and other global markets. A series of joint promotions and marketing programs is set to start in January 2011.
IMEX America will offer a unique model of trade show, new to the US market, that will enable exhibitors to meet and make business appointments at their booths with over 2,000 hosted buyers. 80 per cent of buyers will be from North America, 20 per cent from other world markets; a factor which defines IMEX America as a truly international show on US soil. Thousands more US buyers are also expected to attend.
Working with Cvent to identify possible attendees and buyers, particularly from the US and Canada, will significantly increase IMEX’s brand awareness and visibility, although the company’s authority is already fully proven as a result of its award-winning trade show, IMEX in Frankfurt, which has been running for eight years.
Says Carina Bauer, IMEX Group CEO: “We are thrilled to be working with Cvent. This new alliance gives us extraordinary reach into the US meetings, incentive travel and events market and also partners IMEX America with a very strong, stable and respected brand name that shares similar values to our own. IMEX has always been dedicated to technological innovation and we have invested heavily in this side of our business for the benefit of our buyers and exhibitors. Cvent shares our client focus and passion for excellence.”
Cvent already partners with Meeting Professionals International (MPI), the Society of Incentive and Travel Executives (Site) and the Professional Convention Management Association (PCMA), all of which are also in partnership with IMEX America. MPI is both strategic partner and major educational provider for the new show.
Cvent’s strong reputation among government, corporate, association and education organizations and more than 6,500 customers will give IMEX added reach to promote the launch of IMEX America, and the company’s client base complements the profile of other hosted buyer groups already coming to the show. For example, MPI’s 24,000 members worldwide comprise decision-makers from 80 per cent of Fortune 100 companies and Carlson Marketing’s top corporate clients represent some of the world’s biggest Fortune 1000 companies. Maritz Travel will also be running its annual senior-level Customer Event during the show, which is set to attract up to 100 Fortune 500 corporate clients.
“Year after year, IMEX in Frankfurt has proven to be a tremendously valuable show for Cvent as well as our customers, and we are excited to help bring one of the most powerful shows in the global meetings and events industry to the US,” said Chuck Ghoorah, Cvent’s Co-Founder and Executive Vice President of Sales and Marketing. “We know IMEX America will deliver the top-notch business and educational opportunities the industry has come to expect from the IMEX Group, and look forward to helping make the inaugural show a success.”
