The organisers of Victoria’s tradeshow for the event industry, RSVP Melbourne, have declared their commitment to the Melbourne event industry by revamping the expo by giving it a new name, logo, home, look and feel.
The new brand was revealed in front of 250 VIP guests at an exclusive launch cocktail party, held at the show’s new venue, the Royal Exhibition Building. Guests were treated to a performance where the new brand was theatrically revealed with a kabuki as Melbourne’s Event Showcase.
Extensive market research of the Melbourne industry was undertaken by Exhibition and Trade Fairs (ETF); the results of which have shaped the shows new direction.
Event Manager, RSVP, Delwin Kriel said the need to evolve was undeniable.
“It is a very exciting time for us to be able to address the Melbourne market’s needs and specifically respond to their requests for this show,” Kriel said. “We want RSVP to become a cornerstone on the Victorian event calendar.
“The new brand marries the glitz and glamour with the more serious business-focussed side of the show. Our research showed that both elements are important to the market and the way forward is to balance them right,” said Kriel.
The commitment to Melbourne event buyers and sellers was backed up by Melbourne-based business icon Jennifer Trethewey, Director of JT Group, who was the MC for the evening. “The purpose of the show is to give back to the industry and support the next generation of event professionals to build a future for Melbourne events,” she said.
Part of the strategic approach was moving the show to the World Heritage listed Royal Exhibition Building, Melbourne’s most historical exhibition pavilion. Craig Maroney, Manager Commercial Venue Services at Museum Victoria, welcomed the show to its new home. “Some of the nation’s most iconic events have taken place at this iconic building, and we are thrilled to have this important event in our venue.”
ETF CEO Jodie Richmond asserted that the relaunch reflects the commitment to the Melbourne event industry. Furthermore, she addressed generic concerns about the future of events.
“Although we live in a world of e-commerce, we still need to connect face-to-face with like-minded peers. However, as the show organisers we need to offer much more than just a place to gather information; visitors want to experience, get involved first-hand and see products and services in action in a way that is just not possible any other day of the year,” Jodie said.
Previous exhibitor and newly-appointed National Sales Manager at ETF Michael Begg values the commercial opportunity the show provides. “Besides the fun aspects of the event, it is an important marketing and sales tool in many different ways. I have experienced how it accelerates the sales process if you follow through appropriately.”
RSVP 2011: Melbourne’s Event Showcase is the platform for organisers of special events, business events, product launches and other corporate events. It will take place on 29-30 June 2011, Royal Exhibition Building, Carlton Gardens.
For more information contact Delwin Kriel, Event Manager, Exhibition and Trade Fairs (ETF) on 02 9556 7984 or visit www.rsvpevent.com.au