Exhibitions and Trade Fairs (ETF) has announced that it has renamed and revamped the Australian Events Expo as the Australian Business Events Expo.

According to Gabrielle Stephens, Event Manager at ETF, the rationale behind the change was to develop a brand that more accurately reflects what the show stands for business events. 

“Since acquiring the show last year, we have been working with the industry to ensure that it keeps growing and innovating in terms of attracting visitors,” she said. “We felt that we really needed to give the show a significant makeover to get that message across.  Business events more accurately reflects the industry and what we do, so it made perfect sense to adopt this as part of the new name for this show.”

The Australian Business Events Expo has been running for 15 years, initially as the Ideas Fair and then Sydney on Sale. It was re-launched in 2006 as the Australian Events Expo, while it was under the management of ETF.

The show’s new name and new look was unveiled at an industry function at Doltone House in Sydney last week. According to Stephens, the new branding reflects the Australian Business Events Expo as a premium market leading brand.

“By including the key words ‘business events’ in the show’s name and refocussing the brand, we have repositioned The Australian Business Events Expo more accurately in the market. The response we received from the industry has been outstanding and reinforces our strategic future plans,” she said.

ETF announced earlier this year that it would be co-locating its two premium shows; RSVP Sydney and the renamed Australian Business Events Expo in 2009. The company said it is committed to growing, strengthening and developing the Australian Business Events Expo and RSVP Sydney as the leading industry tradeshows for exhibitors and buyers.

RSVP is dedicated to the corporate party and special events industry in Sydney while the Australian Business Events Expo is dedicated to business and national events, destinations and venues across the country.

ETF is committed to doing all it can to create an extraordinary business, networking and educational experience with the RSVP and Australian Business Events Expo,” said ETF managing director Matthew Walton. “ Our teams have the experience, passion and the resources to continue to build on the success of each show. The shows are complementary and as there is a defined cross-over, we believe that visitors will benefit from their co-location.

“As this is not a merger. Each show will have a dedicated marketing and business plan, social and educational program, registration process and staff; so we are committed to independently marketing and developing both shows.”