ITEC rebrands to IT²EC
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From 2020 onwards, ITEC will now be known as: IT²EC: International Training Technology Exhibition & Conference.
ITEC has served the military training community for morethan 30 years, establishing itself as Europe’s premier exhibition &conference in this space. The event has experienced a challenging period overthe past 3-5 years, reflected in difficulties maintaining/growing the exhibitionfootprint.
The event is often compared unfavourably with the NTSA’sI/ITSEC tradeshow in North America, with exhibitors and visitors increasinglychoosing ‘one’ rather than ‘both’. In response, ITEC needed an authentic pointof differentiation to re-establish and cement its place in the market.
ITEC no longer represents a traditional military tradeshow,and is embracing the new direction the industry it taking it. Four recentshifts in participant profiles have been identified including an exhibitor basewith more technology-oriented startups and SMEs, industry trends withincreasing parallels with consumer technologies e.g. gaming/VR (virtualreality), end-user profiles where core customers/buyers are the actualtechnology users, and DisTec, which is growing interest in/from disruptivetechnology providers.
Attendees will notice one recurring theme: technology. Givenits growing importance in underpinning current and future solutions, theconference has placed it alongside training at the very heart of its identity.
To eliminate confusion, IT²EC can still be pronounced as“ITEC”. The conference will use IT²EC wherever possible in brand assets andacross communication channels, but elements such as website domains and emailaliases will remain unchanged.
As part of this refreshed identity, IT²EC has partnered withRiVR – a virtual reality production company – to expand its digital marketingactivities. This will include various animations, VR experiences and otherdynamic content. As official Technology Partner at the event, RiVR will run alive technology lounge feature on the showfloor and offer VR/video services toclients as part of an expanded exhibitor care programme. More information onthis partnership will follow in the coming months.
IT²EC will be working with key media partners and its newTechnology Partner to effectively communicate the new identity with itsaudience. It is by no means a radical rebrand, but a deliberate shift in focusto welcome a wider array of organisations to the event.
