Parrimark to unveil new look in April

Parrimark Technology, which develops event-management software for venues, is planning a rebrand in April ahead of its tenth anniversary in May. The company’s founder and CEO Michael Scroop, who also chairs the Meetings Industry Association (MIA), said the company wanted a fresh image to help raise awareness and build its profile in the events industry. “It’s a whole fresh new boutique-style image, that’s innovative, modern and forward-thinking,” he explained. “That’s the impression we want to give.” The rebrand fits with Scroop’s aim to make technology more accessible for the events industry as a whole. “One of the biggest challenges for the MICE industry is knowledge and understanding of IT; I think the industry really struggles to find the right solution,” he said. Scroop helped set up a technology supplier special interest group for the MIA last year, which will act as a knowledge base, enabling events planners and venues to come to the MIA for guidance. Parrimark will also focus on developing strategic alliances and partnerships in the UK this year to help raise its profile. Recent deals include its associate membership of the Westminster Collection, and a partnership with online events service Venue Check.

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