NEW ZEALAND’S business events body, currently known as Conventions and Incentives New Zealand, is being changed to Business Events Industry Aotearoa in a move described as reflecting the organisation’s distinct role within tourism and events.
The new brand is due to go live on December 1 as New Zealand’s only business events industry exhibition for 2020, BE Reconnected in Auckland, opens.
Business Events Industry Aotearoa (BEIA) represents 460 members across New Zealand who work within the meetings, incentives, conferences and conventions, and exhibitions sector
A statement issued yesterday under the CINZ banner says the new name gives “members the mandate to own the industry”.
“We are using a globally acknowledged term, and there is no ambiguity about who we represent and what we do,” says Lisa Hopkins, BEIA chief executive.
“Our new brand maintains our connection to Aotearoa New Zealand, with the palette reflecting the colours of our ocean, alps and native birds.
“Incorporating a myriad of organisations, international, large and small businesses, right across New Zealand’s tourism and business events landscape, this sector will continue to be a proactive and energetic partner with government in the vital work needed for New Zealand’s economic and social recovery,” Hopkins says.
“We are a significant contributor to tourism, yet we offer a nuanced societal, cultural, and environmental contribution which encompasses the corporate world, academia and government.
“It is the right time to define ourselves and remind government and our clients that this is an influential and cohesive industry. Our new brand signals this.”
CINZ said in the statement that the name change was announced on November 17 at its annual general meeting.
Meanwhile, Auckland has been named best meetings, incentives, conferences and exhibitions destination in Oceania at the inaugural World MICE Awards 2020.