CEA and ITMA agree alliance brand name

The boards of the Incentive Travel and Meetings Association (ITMA) and the Corporate Events Association (CEA) have set up a joint venture, Eventia. The move provides the two organisations with an umbrella brand under which they will be able to better represent the UK events industry with a single, unified voice. "Eventia will give us more exposure to government and regulators," said ITMA executive director Charles Robinson. A survey among both associations’ members is being carried out this month to gauge opinion on how best to move the brand forward. "This is a medium to long-term process and if people are open minded we have a good chance of creating a truly representative body, especially if other associations are prepared to join us in order to lessen the fragmentation in this industry," said CEA chairman Sam Gill. Membership will not be reciprocated automatically between both associations according to Robinson. "This is not a merger, although members will see more joint activity, such as seminars and networking opportunities," he said. Results of the survey will be published in June, when a brand identity will also be launched.

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