As the leading trade event for the meetings and event industry in the Asia Pacific region, AIME 2022 brought together more than 2000 attendees including international and local buyers to access 225 exhibitors and 342 hosted buyers from around the world to learn, connect and uncover Melbourne.
Partnering with integrated experiential agency KREATE and content creator Snackable, the ‘Very Melbourne Welcome’ came to life at Melbourne airport as international arrivals were greeted by the faces of Melbourne’s celebrated arts and cultural hub providing moments of joy and on-ground ‘buzz’.
From the ballerina as she moved through the crowd with grace, to the lofty brass band tunes, the Wes-Anderson inspired concierge highlighting the city’s world-class service and hospitality and a graffiti artist creatively working on masterpiece artwork synonymous with Melbourne’s famous laneways, the tone was set for an epic Uncover Melbourne at AIME 2022.
From the largest stand on the AIME 2022 show floor, the Melbourne Stand was the place to connect with the city’s best business events suppliers with the introduction of many exciting new exhibitors. Across the program, networking opportunities abounded at various events including one held at Melbourne’s newest cultural icon – THE LUME Melbourne supported by the Melbourne Convention and Exhibition Centre. THE LUME is a 3000sqm multi-sensory digital gallery immersing guests in the world’s greatest masterpieces.
Yet it’s the famous familiarisation experiences the Uncover Melbourne program at AIME is most renowned for.
Taking place on Sunday ahead of AIME, the 2022 experience program commenced with a spectacular lunch at Rippon Lea Estate hosted by Showtime Event Group, followed by more than 30 experiences showcasing the city’s newest and most unique product offerings. Exclusively offered to hosted buyers and media it presented a superb opportunity to meet with venue owners and event services providers in person and ignite their curiosity.
Curating the finest bespoke experiences
With a knack for curating the finest bespoke experiences, MCB infused the city’s art par excellence into a hosted media familiarisation with a creative introduction to Melbourne’s flagship art and event spaces at the Australia Centre for the Moving Image (ACMI) following its recent reopening after a $34.5 million development and Australia’s most popular art gallery the National Gallery of Victoria International (NGV), demonstrating why Melbourne is a benchmark city for business events.
Melbourne has on its books right now 127 international and national business events to be hosted between now and the end of 2023, which are expected to attract 95,000 delegates, fill 212,200 room nights – enough to fill the city 10 times over and inject $476 million into the Victorian economy.
And as for those Melbourne faces – the ballerina, the concierge, brass band and graffiti artists? They were with hosted buyers and media every step of the way journeying along throughout the entire program popping up unexpectedly.
Find out more about Melbourne here.