The MarkEvent new area at BTC 2011


(eTN) – “The MarkEvent” is a new and innovative exhibition area wholly dedicated to the event as a marketing tool. Designed and managed by P5 magazine, it will bring together little-known and unexpected suppliers in a layout that promotes interaction and sharing.

BTC 2011, the Italian trade show for the events, meetings, conferences, and incentive travel industry, which will take place at the Fiera di Rimini Exhibiton Centre on June 30-July 1, 2011, announces a project in partnership with Stratego, an integrated communications company that publishes P5, the magazine bridging the world of events with that of marketing and communications.

The hub of the project is The MarkEvent, the new and innovative exhibition area that BTC is dedicating to the event as a marketing tool. Designed and managed by P5, The MarkEvent area brings together a series of little-known (or unexpected) suppliers able to transform an event into a marketing tool.
The MarkEvent space is dedicated both to corporate buyers, particularly event managers and marketing and communication managers, and to suppliers, such as hotels, events agencies, incentive agencies, and PCOs, which will be able to find new ideas and solutions there.

The MarkEvent is organized into the four macro areas related to an event: communication (with suppliers of tools to create and spread the message in the most appropriate channels); marketing (suppliers of geo-marketing and micro-marketing tools); technology (suppliers that amplify an event’s message with innovative digital tools); and emotional information (suppliers of products and services that help carry the event’s message within an emotional framework).

Within The MarkEvent, these four macro areas are arranged as a homogenous whole that offers visitors a fluid experience, where no element is given prominence over the others. It has a small central meeting space where exhibitors can share their know-how with visitors without restrictions in terms of time or content: a place to communicate, interact, and debate that has the feeling of a lounge (horizontal communication) and the authority of a conference room (vertical communication).

“The partnership with P5 is part of the project to bring BTC closer to the events market, 75% of which is now promoted by the corporate segment,” said Gabriella Ghigi, BTC exhibition manager, “P5’s public belongs to this segment, for which The MarkEvent has been specifically designed. We expect the partnership with P5 and the greater content on offer at BTC 2011 to lead to a significant increase in visitor numbers.”

“I believe that BTC 2011 will see a change in gear compared with previous years,” commented Luigi D’Urso, director of Stratego and editor in chief of P5, “The objectives of involving players from the marketing and communication areas and widening the show’s scope are leading to significant new developments. These include The MarkEvent area that we are organizing, which will present exhibitors really able to boost the effectiveness of an event. The new developments planned will make BTC an even richer and more authoritative marketplace for the meetings industry.”