In Dana News

IMEX Group has appointed New York based direct marketing agency Dana Communications to work on the launch of its inaugural IMEX America exhibition. The new trade show for the international meetings, incentive travel and events industry will take place October 11 – 13, 2011, at the Venetian Palazzo, Las Vegas. Dana’s appointment follows a three-way tender. The budget is undisclosed.

Dana Communications have been tasked with creating US-centred direct marketing campaigns incorporating email, direct mail and inserts for the trade show. The initial campaign aim is to drive attendee numbers and raise awareness about IMEX America’s many benefits to meetings and events industry buyers and exhibitors.

Oliver Hone, marketing director at the IMEX Group, said: “As our marketing department is UK-based we realised it was important to bring in an American agency for the launch of IMEX America; one that could communicate our messages in a way that resonates fully with our principal audiences in North America. Their job is to convey our unique trade show model in a way that educates and supports what we intend to be a revolutionary new approach to doing business in the meetings, events and incentive travel sector,” says Hone.

Bob Prewitt, President at Dana Communications commented: “As a new model of trade show for the US market, this project presents an exciting opportunity for us. IMEX’s reputation for delivering outstanding exhibitions really does precede it and we are confident that our proactive and innovative approach together with our market knowledge of the hospitality and business travel markets will see the two companies fit really well together.”

Hone continues: “Dana – who style themselves as ‘hospitality and travel lifestyle marketing’ – have an impeccable track record in working for an excellent roster of clients in our industry. What’s more we have many clients and relationships in common with each other – many of whom they used to leverage a true understanding of the IMEX brand to help them prepare their pitch.”

About IMEX America
The new trade show for the worldwide meetings, events and incentive travel industry – the inaugural IMEX America – will take place October 11-13, 2011 at the Sands Expo at the Venetian/Palazzo Hotel. It will assure exhibitors of meeting and making business appointments on their booths with in excess of 2,000 highly qualified hosted buyers.

Being an IMEX hosted buyer means that IMEX America pays for all travel and accommodation costs for buyers who meet strict qualification criteria. The majority (80 per cent) of these hosted buyers will come from North America, with the balance from the rest of the world. In addition thousands of additional U.S. buyer attendees are expected to attend from across North America.

IMEX America has major partnerships in place with all the leading meetings industry associations around the world. IMEX America’s strategic partner and major educational provider is MPI. It is endorsed by DMAI and Site and has an Industry Partnership with PCMA.

Exhibitors and buyers can register at

About Dana Communications
Currently celebrating its 30th anniversary, Dana Communications is a leading hospitality and travel lifestyle marketing agency with offices in New York City, Princeton, NJ, the Carolinas and San Francisco, California. For additional information about Dana Communications visit or contact Bob Prewitt at 609-466-9187 x 124.


Editors’ notes:
– IMEX America is America’s worldwide exhibition for incentive travel, meetings and events and takes place October 11 – 13, 2011 at the Sands Expo, Las Vegas.
– All IMEX America press releases can be downloaded from
– High-resolution photos are available at and
– IMEX America is run as a part of the IMEX Group of exhibitions, which also delivers the award winning IMEX exhibition in Frankfurt,

Media contacts:
Kit Watts +44 (0) 1273 224956 Cell +44 7968 417518
John Sullivan +44 20 77364022

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