fredag 31 augusti 2012 | trade show
access 2012 will Focus on the Event and Creative Industries
In addition to being the largest specialised B2B trade show dedicated to the Austrian meetings industry, access has also set out to become the largest trade show for the event industry. In that very spirit, access 2012 will focus on the event and creative industries. This focus will be reflected by a series of specialised events at access academy that include presentations, case studies and panel discussions. The goal is to raise organisers’ awareness about the topic of “Meeting Architecture – Meeting Design” and to encourage them to use reliable planning and implementation processes for their congresses and events with a strong focus on audience interaction and impact. The organisers of access have teamed up with the Event Marketing Board Austria (emba), a body of industry representatives, in an effort to shine a spotlight on the Austrian event industry and its activities.
Renowned experts and panel participants
The series of presentations at access academy is scheduled to start on 24 September at 11:30 a.m. Polo Looser of MCI Zurich will introduce attendees to the subject of Meeting Architecture. He will explore whether the Meeting Architecture concept has already gained traction at associations and corporations and determine whether changes in the way conferences and events are organised have already begun to emerge. Keynote speaker Harry Gatterer of Zukunftsinstitut Österreich will reflect on events, hotels and event locations of the future. His speech will be followed by “Meeting means speaking” by Harry Flint, one of Germany’s most renowned facilitators and a well-known “message multiplier.” He will delight the audience by thinking outside the box with the ultimate goal of fighting conference boredom. He will interact with the audience to challenge deeply entrenched convention concepts to reinvent them.
On Tuesday, following the IMA Award ceremony, a case study about applied Meeting Architecture will take centre stage at 12:30 p.m. “What organisers need and how meeting architecture can be implemented at convention centres: Congress & BarCamp Arche Nova – Cultivating Culture” will feature real-life reports by Guido Brombach of Arche Nova and Gerhard Stübe of Bregenz Festival House. Annalisa Ponchia of the European Society for Organ Transplantation will explore if and how the concept of Meeting Architecture can be applied to traditional scientific congresses.
“A spark in the dark” – emba at access 2012
emba will take the opportunity to introduce itself and its members to the audience at access. A 30-minute film will be screened at emba’s event cinema on the ground floor of Hofburg. It will highlight the array of services offered by emba member agencies. Visitors can join to experience “Event marketing at its best”, presented in an entertaining and condensed format. The film will be shown repeatedly on both convention days. In addition, emba will participate in two interesting panel discussions: “Event agencies and the positioning of tourism destinations. How can firmly established events help regions and destinations get the public’s attention?” (Monday, September 24, 4:00 p.m.) and “Event agencies as interactive messengers of major corporate goals”, which will take place on Tuesday, 25 September starting at 4:00 p.m. Agencies and their clients will discuss the benefits of relying on events as part of their marketing mix.
The event programme at access will be rounded off by the brand-new event stage, where Austrian artists will provide entertainment on both convention days. The live acts will include magic and music as well as an ABBA tribute show.
The programme of access academy is also available online here.
Since its debut in 2004, access has been the place to be for convention, event and incentive professionals. The trade fair showcases the latest industry trends and provides ample room for professional networking, exchanging experiences, following up on business leads and exploring creative solutions. In 2012, these creative solutions will be more of a focus than ever before. Among others, this creativity will be reflected by multifaceted performances by Austrian artists and event agencies. Approximately 1,800 Austrian industry professionals and selected international “hosted buyers” will attend access 2012 at Hofburg Vienna on September 24 and 25 with the goal of finding new business partners and exploring new concepts. On two consecutive days, a total of 200 Austrian exhibitors will showcase new ideas for innovative and successful event planning.
access 2012 at a glance: