The more modern and easily identifiable brand aims to embrace the diversity of the Association’s 1,800 members, strengthen the importance of the internationally recognized term ‘meetings’ and achieve greater cut-through.

It will provide a clearer communications tool to represent the organization in public and government relations.

“Our new brand Meeting & Events Australia modernises the Association and allows us to more easily embrace all of our membership working in the diverse meetings and events sector. The term ‘events’ is all encompassing and has the added attraction of being readily identifiable to the business and general community,” said Chief Executive Officer, Jenny Lambert.

The new logo retains elements of the former imagery in a more stylized look that reflects the vitality of the industry.

According to President, Mike Williams, the name of the Association has been an issue for many years.

“Half way through our Association’s 30 year history we changed our name from Association of Conference Executives to Meetings Industry Association of Australia. Fifteen years on, using the terms 'association' or 'industry' is less important than the objective of the message. In the competitive environment in which we operate, Meetings & Events Australia delivers a stronger, clearer message," said Mike Williams.

Over the next two years a key focus of Meetings & Events Australia will be public and government relations. The new brand and logo will assist in presenting a strong industry image to the public, key stakeholders and the business community.