A few years ago, RAI Amsterdam's sales team was invited to present their department's work at a stand during an internal event. Their brief was to find the best way to show their colleagues what they do in a typical working day and how they deal with accommodating customers in all their diversity.
To illustrate their commitment to providing a bespoke solution for each organiser, the RAI sales team used a tailor's dummy who was dressed in different fabrics and outfits on the spot. The metaphor made a single, powerful message come alive: regardless of the size, requirements or individual nature of the event, RAI Amsterdam’s sales team always seeks and finds the best fit.
This story is a perfect analogy to highlight the latest developments and global trends that have the power to influence the event industry. All together – you as an organiser, meeting professionals and our industry ecosystem – we form a colourful patchwork of ideas and characters, facing shared industry challenges and seeking to respond to the very same trends. At the end of the day, the question we can ask ourselves is how to create unity from diversity, and how to create value from the many influences of a rapidly changing world. And then, how to weave the threads together into the fabric of successful events.
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