The new body will ultimately sell the event medium on behalf of the industry and provide an insight into its workings through a number of channels such as research, case studies and staff training tips for businesses and event organisers to promote the medium themselves.
This organisation will be headed by heavyweight ambassodors including Tarsus Group managing director Douglas Emslie; Upper Street Events, managing director; Paul Byrom, Brand Events, managing director, Chris Hughes; EC&O Venues group director Nigel Nathan; Early Action Group chief executive Steve Barratt; Reed Exhibitions CEO Alastair Gornall, and F2F Events CEO Austen Hawkins.
Emslie said: "The creation of the new marketing body is a positive step forward for the live event industry. The initiative should serve to further highlight the role of live events and lay the foundations for an even more successful future. While many businesses and individuals already know what live events can do for them, the new body will get out there and engage to those yet to realise the medium's power."
Nathan added: "The new events marketing body will act as a stimulus to champion the very best of our industry and to ensure it is accessible, understood and implemented by global brands and SME's alike.
The economic value of live events in the UK is considerable. Exhibitions alone bring in approximately 17 million visitors to more than 270,000 events every year.
The name for the new project, its branding, new website and inaugural research project will be revealed at a launch in early 2010.
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