Melbourne Convention + Visitors Bureau (MCVB) and Reed Travel Exhibitions (RTE) have developed a new AIME logo and marketing campaign to better position the AIME brand.

“The new AIME logo developed in house by MCVB, moves the brand forward with its elegant design while retaining the brand equity and personality that has been established over a number of years. The AIME logo reflects Melbourne’s strong, stylish image and our position within the Asia Pacific,” said Sandra Chipchase, chief executive officer, MCVB.

Rosemarie Sama, AIME Event Director, said that AIME’s new logo and marketing campaign positions the event as the leading meetings and incentive exhibition in the region.

“Using the theme AIME Higher, the campaign conveys the high standard of the event and at the same time is designed to appeal to high achievers in the industry.”

Developed in conjunction with Australian advertising agency Tonic Communications, the campaign blends the established with the new.

“The design combines a grid approach to the layout of all elements of the campaign with retro typefaces, wallpaper, a funky blue vignette and high energy modern style of photography. The result is a unique toolbox of brand elements that position AIME as the market leader, substantiated by its hosted buyer program and audited results,” she said.

The AIME 2008 marketing campaign comprises print advertising, postcards, direct mail, inserts, brochures and a new look website.