US-based MPI chief executive Bruce MacMillan said at the MPI European educational conference in Malaga yesterday that the association was targeting US business leaders with evidence of the value of events to companies.
MPI recently used a newspaper insert in the US, highlighting the value of events to the corporate sector, that reached about 250,000 business leaders.
"The challenges in Europe are not as acute as they have been in the US," said MacMillan. "In the US, the government used events as an example of corporate greed during the financial crisis. That has stopped now but the stigma still remains."