AIME Bets Big on Melbourne as New Brand Signals a More Ambitious Global Business Events Era

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AIME has unveiled a bold new brand identity for its 34th year, signalling bigger ambitions for Melbourne, global buyers and exhibitors as the business events show targets its next growth chapter now!

AIME unveils a bold new brand identity as Melbourne prepares for the show’s next growth chapter. The global business events platform is entering its 34th year with ambitions, a brighter visual language and a sharper international focus. Its new brand identity puts connection at the centre, while the refreshed symbol draws inspiration from Melbourne’s native Paper Daisy. Meanwhile, AIME is expanding its footprint and opening applications for the 2027 Hosted Buyer Program. The programme is designed to bring qualified planners together with leading exhibitors through curated appointments and networking. Together, these changes position AIME for its next global growth phase.

AIME Unveils Bold New Brand Identity as Melbourne Show Targets Global Growth

AIME has entered a new phase with the launch of a refreshed brand identity, giving Asia Pacific’s longest-running business events trade show a more contemporary face as it approaches its 34th year.

A new visual direction

The rebrand is positioned as more than a cosmetic update. It reflects AIME’s expansion after five consecutive years of growth and sets a visual direction for an event seeking to strengthen its global profile.

At the heart of the new identity is the tagline, “Bring your ambition to Melbourne. Share it with the world.” The accompanying brandmark uses directional shapes that subtly form the letters AIME. Its design is intended to represent movement, connection and the exchange of ideas that underpin the business events sector.

The identity also draws on Melbourne’s native Paper Daisy, the city’s floral emblem. Its resilience provides a symbolic link to AIME’s own emphasis on community, collaboration and collective strength. A brighter colour palette, updated imagery, motion design and custom typography complete the refreshed system.

Growth is driving the change

The timing of the rebrand is significant. AIME is preparing for an edition after five consecutive years of growth, while its organisers say the event is moving towards its largest-ever footprint.

For Melbourne, the show remains an important platform for business events. It brings buyers, exhibitors and industry leaders together, creating opportunities that can continue after participants leave the city. The organisers describe this network effect as a central part of AIME’s value.

Julia Swanson, CEO of Melbourne Convention Bureau, said the new identity reflects AIME’s increasing global standing. As owner of the event, MCB views the evolution as a way to align the brand with the ambition, energy and personality of the show, while reinforcing its contribution to growth.

Hosted Buyer applications open

The brand launch coincides with the opening of applications for the AIME 2027 Hosted Buyer Program. The initiative targets qualified corporate event planners, incentive specialists and Professional Conference Organisers who want direct access to the business events marketplace.

The programme combines human curation with artificial intelligence to create tailored, pre-scheduled appointments between Hosted Buyers and global exhibitors. This approach is designed to make participation more targeted and useful, rather than leaving meetings entirely to chance.

Approved Hosted Buyers will receive a supported attendance package that includes complimentary return flights, accommodation and a customised appointment diary. They will also gain access to the Knowledge Monday programme, networking activities and the Welcome Event.

A platform built around connections

Talk2 Media & Events has managed AIME since 2019, and CEO Matt Pearce said the show now attracts more than 5,000 people each year. Participants arrive from markets to build relationships, exchange ideas and support the global meetings, conventions and exhibitions economy.

That flow is central to the new positioning. AIME is not an exhibition in Melbourne; it is a meeting point where knowledge and commercial relationships can travel across borders. The new identity seeks to make that role more visible through a brand system that can work across digital environments.

Marketing Director Monica Kent-Giles said the refresh was designed to feel modern, elevated and distinctly AIME, while retaining links to the event’s heritage. Event Director Silke Calder similarly described the identity as a contemporary expression of a community-focused show.

Melbourne set for AIME 2027

The new branding, developed with Studio Quarantine, will roll out across event touchpoints, digital platforms and marketing campaigns ahead of the edition.

AIME 2027 will return to the Melbourne Convention and Exhibition Centre from 15 to 17 February 2027. With the event expanding its footprint and the Hosted Buyer programme now accepting applications, the rebrand arrives alongside tangible changes in scale and participation.

For Melbourne’s business events ecosystem, the edition will provide a clear test of the new positioning. For buyers and exhibitors, it signals an AIME that is seeking to look as ambitious, connected and globally relevant as the market it serves.

100-Word Cause, Answer and Reason

The cause is clear: AIME has grown for five consecutive years and now needs a brand that matches its expanding international role. The answer is a contemporary identity built around connection, movement and ambition, supported by refreshed typography, colour, imagery and motion. The reason matters beyond appearance. AIME brings thousands of industry professionals together, then sends ideas, relationships and commercial opportunities into markets worldwide. Its new visual language therefore communicates the event’s influence while preserving its heritage. The 2027 Hosted Buyer Program adds practical value, connecting qualified planners with exhibitors through curated appointments, travel support and networking opportunities in Melbourne.

100-Word Conclusive Summary

AIME’s rebrand arrives at a decisive point for the business events industry and Melbourne. After five consecutive years of growth, the show is entering 2027 with greater scale, renewed visual confidence and an increasingly global proposition. The new identity gives AIME a clearer platform to express its role as a meeting point for ideas, trade and long-term relationships. Its Hosted Buyer Program also strengthens the practical appeal for qualified planners seeking efficient access to international suppliers and experiences. With the event returning to MCEC from 15–17 February 2027, the new chapter will be tested on the exhibition floor itself next.