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April 1, 2009

ITM’s new name and branding reflects convergence of business travel and meetings sectors

Members of the Institute of Travel Management UK & Ireland (ITM) recently voted in favour of a name change for the association to the Institute of Travel & Meetings.

The historic move for both the business travel and meetings and events industries, approved by more than 85% of members, will allow the association to retain its ITM moniker to take advantage of the brand investment over the last few years, while demonstrating its new direction.
Coming together
The name change was proposed by the ITM board to recognise the convergence of the business travel and meetings sectors across both purchasing and supply, and to illustrate the intention of the association to take a broader look at all things travel and meetings-related across educational content and services. 

The approval by members was given at the Annual General Meeting during the ITM Conference in Liverpool recently, alongside approval to update association practices offered through the adoption of key elements of the Companies Act 2006.

New direction
Speaking at the conference, ITM chair Xxxxx Strachan said: “I am delighted to announce the approval by members to change the association’s name in recognition of where we stand today and where we are headed.

“It is important for us to focus on the reasons why we travel and ‘the meeting’ is just such an important part of our forward thinking. 

“To have reference to this in our name demonstrates just how seriously we are taking this. I don't believe it was contentious for many, more a few, but I would like to thank the members for understanding and supporting the move. It is an historical moment in the association’s life to date.”

Behind the rebrand
The new name has been coupled with a new-look ITM brand, which will be introduced across the association in the coming weeks. Diane Steed, ITM’s head of sales and marketing, explained why the brand has changed too.

”The old brand was created at a time when ITM was a single focused association,” she said. “Now that we have different activity streams, such as research and training, and even different regions, such as South Africa, we thought it was important to ensure the look and feel of our different arms was made clearer.

“The use of a more traditional font and capital letters also demonstrates that while we like to challenge the status quo and have fun doing it, we are a serious association with historical roots.”
The new brand will also be supported by a new tag line: ‘Thinking Differently. Acting Positively’, to demonstrate that while the association sees its role as challenging the way the industry has always done things, it also has a responsibility to work to find new solutions.

The Institute of Travel & Meetings UK & Ireland (ITM), previously the Institute of Travel Management, was established over 50 years ago to promote knowledge, networks and opportunities within the business travel sector. The association presently represents over 1,000 professional buyers and suppliers with a travel & meetings spend in excess of £34 billion a year and over 50% of the FTSE 100.
For more information, visit www.itm.org.uk

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