TRADE SHOWS At the AIME trade show in
PA
Melbourne, readers discover just how powerful PAs can be, writes Louis Allen.
A LONG-TERM media partner of the two-day AIME tradeshow in Melbourne, Executive PA Magazine for the second year in succession has taken a hosted-buyer group of readers to the event. AIME, the largest and most respected business events
exhibition in the Pacific, provides air fares and accommodation for buyers from throughout the world so they can meet face-to- face with conference and incentive suppliers. That our readers qualify as fully hosted buyers indicates the power of the PA. “Executive PA Magazine is the only media partner to be
involved with the AIME hosted-buyer program in this way,” says exhibition manager Rebecca Caines, again indicating the respect afforded PAs in the business events sector. This recognition of the power of the PA as a buyer extends
beyond Australia. Executive PA Magazine is partnered with all the major business events across Australia and also Asia. In fact, we are working with a similar exhibition in China,
CIBTM, to take a group of readers as hosted buyers to Beijing in September. Back on home turf, an increasing number of destinations are
working with Executive PA Magazine on reader famils (three are announced in this issue alone). Because PAs are not only direct buyers but often have to
organise events, Meetings & Events Australia’s new training arm is introducing courses that focus on PAs (see page 7). This will be useful with a trend toward corporate in-house organising. Some big companies do have PCOs on staff, but in other cases events are more often being put in the hands of PAs. Meanwhile, as well as making valuable industry contacts though
one-on-one interviews with exhibitors at AIME, the Executive PA Magazine readers also widened their network of contacts at social and networking events. Hosted tours throughout Victoria helped spread the experience beyond the city.
32 APRIL/MAY 2013 I
WWW.EXECUTIVEPA.COM.AU Approaching my AIME experience with some
trepidation was an understatement. On the Saturday morning I embarked on a well-orchestrated pre-tour of the Yarra Valley with 20 other AIME buyers from across the globe. By the end of the day, new friendships had been forged over a few glasses of wine and far too much local produce. I was now part of the AIME family. Special thanks to the Yarra Valley Regional Tourism Association for its hospitality and some memorable experiences. The whole AIME experience started with a bang on Monday with a whirlwind of events at amazing Melbourne venues. The welcome reception was the ultimate event with glitz and glamour as well as amazing food and entertainment. On the Tuesday morning the Saxton Bureau speakers shared their passion for what they do – isn’t that what we were all doing at AIME? For two days clocks were meticulously watched as buyers moved around the MCEC like ants on a mission. Thank goodness for the Pamper Zone and Hosted Buyer Lounge, where we could unwind and catch our breath. Come Wednesday afternoon, my experience was finished all too soon.
Louise Burton, PA, CSIRO, Brisbane.
SPECIAL REPORT
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