by Michael J. Shapiro | November 18, 2014

Reed Exhibitions has rebranded its IBTM portfolio to create more consistency and clarity, the company announced today at EIBTM, the European Incentive, Business Travel and Meetings exhibition in Barcelona, Spain. The portfolio will now be known as IBTM Events, with the flagship show, EIBTM, becoming IBTM World. "There's no point in calling it a European show," noted the event's senior exhibition director, Graeme Barnett. "It's clearly global in scope."

The change is a key part of the portfolio's overall restructuring, designed to streamline the focus and customer communications. "We needed a single, coherent, consistent voice that would encompass logos and naming conventions, without abandoning our heritage," explained portfolio director Sallie Coventry in a press conference at the Barcelona event; she is pictured, left, cutting the ribbon to open this year's show. "We needed to make our offering easy to understand and engage with."

IBTM Events now consists of eight shows, six of which currently have the new naming convention: IBTM Africa, IBTM America, IBTM Arabia, IBTM India, IBTM World and IBTM China (formerly CIBTM). Maintaining their previous identities, at least for now, are AIME, held in Melbourne, Australia, and Icomex, the Mexican hosted-buyer show Reed recently took over as part of its acquisition of Grupo Fidalex. Details of Icomex 2015, including location and naming convention, still are being worked out. In addition to the eight shows, IBTM Events also will launch a brand extension in 2015, "A Taste of IBTM at WTM," in which a sampling of IBTM hosted buyers will travel to Reed's World Travel Market Latin American in São Paulo, Brazil, next April.

The final EIBTM event to be known as such, taking place through Thursday in Barcelona, has drawn 4,100 hosted buyers and 3,000 exhibitors, with 78,000 pre-scheduled appointments between them - a 20 percent increase in appointments over the 2013 show.