Rebranded event 360 promises fireworks

This year's move follows the extraordinary growth in Event Management throughout the GCC region, inspiring show organiser Alex Heuff to contrive a package of inspirational ideas and seminar programmes aimed at event organisers. This will be topped off with an Awards initiative which will recognise the achievements of event service suppliers in the Gulf.

The rebranded Event 360 (complete with a dynamic new 'firework display' logo) will thus be given its own dedicated space, occupying 3,000 sq. metres in Hall 4 — as the show expands into a total of five halls (plus the Pavilion) for the first time.

"We are delighted that with five months still to go we have been able to increase our floor plan requirements by 20%," declared Mr. Heuff.

"The rapid growth in this sector has enabled us to separate Event 360 from the larger PALME umbrella. The exhibitor profiles will concentrate more on service provision, and are designed to attract key decision makers within the corporate, government and major hotel sectors."

Event 360 will be sub-divided into three distinct categories: Event Management;
Event Services & Suppliers (including exhibition stand displays, marquee rentals etc), and Venues.

It already boasts a number of first-time exhibitors. Among them will be Purple Fire who event manage the Bahrain Formula 1 Grand Prix. Other major players in the events industry, such as B-Marketing, 3D Deco Middle East and HQ Creative, will also have stands.

"Any corporate event manager or marketing director looking for new and exciting ideas on how to run parties, product launches, receptions, exhibition stand build, road shows and PR exercises will find everything they need at this show — either on the exhibition floor or within our conference programme," promises Mr. Heuff,

The Event 360 - Strategic Event Management Conference — an international convention aimed at major event organisers and destination management professionals — will take the form of 30 sessions running back-to-back over the entire 5 days, from 27th April to 1st May 2008. This will include social programmes and three engaging post-conference workshops, covering a range of topics from event security and licenses through to legal responsibilities.

But the real showpiece will be the inaugural Event 360 Awards, which will accolade excellence in the Middle East's meetings, exhibitions and events industry. The aim of the Awards will also be to encourage innovation and raise the standards of work practices and benchmark performance.

The Awards will be divided into a number of categories and judged by an independent panel of industry experts. Winners will be recognised at a charity lunch held alongside Event 360 in the Al-Multaqua Hall (adjacent to Hall 4) on the opening day (April 27).

Summarised Alex Heuff, "By taking a fresh approach and opening the doors to more event managers and service companies this year, we believe we are providing the perfect environment to source new and original ideas for events of any scale. The conference alone should drive visitors directly into the show."

The initiative had been entirely organic, he said. "The feedback from last year was that many events companies felt they were being overlooked. By turning Event 360 into its own stand-alone event, with its own separate entrance, we are delivering an immediate and dynamic response."

PALME Middle East takes place April 27-29, 2008 in Halls 4-8 and The Pavilion at the Dubai International Exhibition Centre. Opening hours are 11am-7pm daily.