Asia Pacific’s longest-running and largest business events trade show, AIME (Asia Pacific Incentives & Meetings Event), has unveiled a new brand identity as it prepares to enter its 34th year. The refreshed identity marks a new chapter for the leading business events exhibition and reflects AIME’s ambitions for continued international growth.
The rebrand comes after five consecutive years of growth for AIME, strengthening its reputation as a key meeting point for international buyers, exhibitors, event professionals and business events industry leaders. The new visual identity is designed to reinforce AIME’s position as one of the world’s leading gatherings for the meetings, incentives, conferences and exhibitions sector.
AIME Introduces a Bold New Brand Direction
The refreshed AIME brand identity introduces a more vibrant, contemporary and confident visual direction. Built around the tagline “Bring your ambition to Melbourne. Share it with the world,” the new identity reflects the event’s role in connecting the global business events community with Melbourne and the wider Asia Pacific region.
At the heart of the new branding is a distinctive symbol created from directional shapes that subtly form the letters AIME. The design represents movement, connection and collaboration, highlighting the relationships that have become central to the event’s success.
The new AIME brandmark combines contemporary design elements with a strong connection to Melbourne. Its visual language draws inspiration from the city’s floral emblem, the native Paper Daisy, whose resilience and ability to thrive provide a symbolic link to AIME’s own purpose.
The Paper Daisy represents strength and resilience, qualities that align with AIME’s vision of bringing the global business events community together to create stronger connections and new opportunities.
Melbourne Convention Bureau Highlights AIME’s Global Growth
Melbourne Convention Bureau (MCB) CEO Julia Swanson said the evolution of the AIME brand reflects the event’s growing international profile and influence.
According to Swanson, AIME has become an important platform where international decision-makers meet, develop relationships and create long-term business value in Melbourne. She added that the new identity reflects the ambition and energy of the event while highlighting its wider contribution to economic and intellectual growth.
As the owner of AIME, Melbourne Convention Bureau sees the new brand as an important step in the continued development of the business events trade show and its international presence.
AIME Continues Its Growth Journey
Talk2 Media & Events was commissioned to manage AIME in 2019, and the event has continued to evolve under its management. CEO Matt Pearce said the show’s growth over recent years played an important role in shaping the brief for the new brand identity.
Every year, more than 5,000 industry professionals gather at AIME to build business relationships, exchange ideas and create new connections across the global meetings, conventions and exhibitions industry.
The impact of these connections extends beyond the event itself, with attendees returning to their respective markets and applying the ideas, knowledge and relationships developed at AIME.
The new brand identity therefore aims to represent not only the physical trade show in Melbourne but also the global network of business relationships that develops around the event.
New Visual Identity Brings a Contemporary Look
AIME Marketing Director Monica Kent-Giles said the refreshed identity was developed to move the event into a more modern and elevated visual space while retaining the heritage associated with the established AIME brand.
The new identity incorporates custom typography, a vibrant colour palette, refreshed imagery and motion design. Together, these elements provide AIME with a flexible visual toolkit that can be used across digital platforms, event environments and marketing campaigns.
The redesigned symbol is intended to give AIME a distinctive visual presence while communicating the importance of connection and collaboration.
The branding also balances the event’s established reputation with its future ambitions, creating an identity designed to appeal to an increasingly global business events audience.
AIME 2027 Set to Expand to Its Largest-Ever Footprint
The brand launch comes at an important time for AIME as preparations continue for its 2027 edition. AIME Event Director Silke Calder said the new identity arrives as the event prepares for its largest-ever footprint.
Calder highlighted the importance of community, collaboration and idea exchange to the AIME experience. She said the new brand provides a fresh and confident representation of what AIME has become while supporting the event’s continued expansion.
The upcoming edition is expected to bring together buyers and exhibitors from across Australia, Asia Pacific and international markets, further strengthening Melbourne’s role as a global business events destination.
AIME 2027 Hosted Buyer Program Applications Open
Alongside the launch of its new branding, AIME 2027 has opened applications for its Hosted Buyer Program.
The program is aimed at qualified corporate event planners, incentive specialists and Professional Conference Organisers looking to connect with leading suppliers and destinations from across the global business events industry.
AIME’s Hosted Buyer Program combines expert human curation with artificial intelligence to create personalised and pre-scheduled appointments between buyers and leading exhibitors.
The approach is designed to maximise the value of participation by helping qualified buyers establish relevant connections based on their professional requirements and business interests.
Hosted Buyers to Receive Fully Supported Attendance
Approved Hosted Buyers will receive a fully supported participation package designed to make attending AIME 2027 easier and more valuable.
The package includes complimentary return flights, accommodation and a personalised appointment diary. Hosted Buyers will also have access to the Knowledge Monday program, networking opportunities and the annual Welcome Event.
These benefits are designed to provide participants with opportunities to discover new destinations, meet suppliers, explore business opportunities and gain insights into emerging developments across the global business events sector.
The Hosted Buyer Program remains an important component of AIME’s strategy to facilitate high-quality connections between international buyers and exhibitors.
New AIME Branding to Roll Out Ahead of 2027 Event
The new AIME branding has been developed in partnership with Studio Quarantine and will be introduced across the event’s major touchpoints in the lead-up to AIME 2027.
The identity will appear across digital platforms, marketing campaigns, event communications and other brand experiences, creating a consistent visual presence ahead of the next edition.
The launch represents more than a visual refresh for AIME. It signals the event’s intention to build on its established legacy while creating a stronger and more contemporary platform for the future of the global business events industry.
AIME 2027 Dates and Venue
AIME 2027 will return to the Melbourne Convention and Exhibition Centre (MCEC) from 15 to 17 February 2027.
With a new brand identity, an expanded footprint and the opening of its Hosted Buyer Program, the 2027 edition is positioned as an important milestone in AIME’s ongoing growth.
As international buyers, exhibitors and business events professionals prepare to return to Melbourne, AIME is aiming to strengthen its role as a global marketplace for meetings, incentives, conferences and exhibitions.
The combination of face-to-face networking, curated business appointments, knowledge-sharing sessions and new branding is expected to give AIME 2027 a renewed identity while maintaining the connections and relationships that have defined the event for more than three decades.
A New Chapter for AIME
The launch of the new AIME brand identity marks a significant moment for one of Asia Pacific’s most established business events trade shows. After five consecutive years of growth, AIME is entering its 34th year with a stronger international profile and ambitions to expand its influence further.
The new identity captures the event’s focus on connection, collaboration, ambition and global exchange, while its Melbourne-inspired design elements create a stronger sense of place.
With AIME 2027 scheduled for February and applications now open for the Hosted Buyer Program, attention will increasingly turn towards the event’s next edition and its expanded offering for buyers and exhibitors.
As the global business events industry continues to evolve, AIME is positioning its next chapter around stronger connections, new ideas and greater international collaboration — bringing the industry together in Melbourne and sharing those connections with the world.
AIME 2027 Event Details
Event: AIME 2027 – Asia Pacific Incentives & Meetings Event
Dates: 15–17 February 2027
Venue: Melbourne Convention and Exhibition Centre (MCEC)
Location: Melbourne, Victoria, Australia
Focus: Business Events, Meetings, Incentives, Conferences and Exhibitions
Hosted Buyer Program: Applications now open
