The Photo Imaging Council of Australia has announced that next year's exhibition of imaging and home entertainment equipment and services will be held at the Melbourne Convention and Exhibition Centre 25th - 27th May 2012.
The show will have a considerable emphasis on education for consumers. However, professional and trade exhibitors will find areas of increased flexibility, which together with a change in stand activity restrictions and an optional trade-only area, will offer increased business opportunities. The judging of the Australian Professional Photographer of the Year and conferences for professionals, retailers and consumers will also take place.
The announcement comes a week after PICA signed an agreement with PMA to take back control of the exhibition. According to PICA, the change will enable it an opportunity to work with all the exhibitors that have long supported the show and its transitions, to have better control over how they show their products. It was felt this step was necessary to ensure that the continuing viability of the show remained feasible.
Commented PICA President, Dave Marshall, "Under the new agreement we have been able to offer PMA the opportunity to continue its educational side of the program, but the show itself will now be steered by the senior members of the larger exhibitors. It is a win-win situation for both parties; and that's why the agreement was reached. It is that simple."
PICA says its immediate objective is to increase the ROI on the show and make it a more powerful educational medium about products and services. Ever increasing net trading is making this of particular importance to the major brands.
One of the immediate changes is that the official Australian distributor or manufacturer of a key brand will have the final say on how their brand is presented and handled at the show. All previous restrictions on stand activities will be swept aside. PICA aims to create special zones for exhibitors where they will have total control of their brand destiny. The exhibit may be used for lectures, galleries and equipment display. The objective is to create an area where followers and fans of a particular brand can gather, learn, touch and feel - aspects which are particularly necessary in these days of internet-reliant product information sourcing.
If the brand owners wishes to have retailers on their space they can, if they wish to sell product they can. But no others can display the brand without the brand owner's approval.
Said Dave Marshall, "This show is for exhibitors who want to meet and grow their product fan base. We will not be accepting any stand bookings from retailers in any countries".
"We will be creating a new expo team to work with the senior company managers to organise the event. A general manager will be appointed in a few months. In the meantime, Paul Curtis will handle the transition arrangements and has committed to act in a background advisory capacity for the next three years.
Concluded Dave Marshall, "Most important of all, any profits from the show will be returned to the imaging and home entertainment industry in Australia to aid in future consumer and trade education programs.
