Issue link: https://tradeshowexecutive.epubxp.com/i/107551
2 VIP Treatment for Top Buyers Many shows ofer VIP perks for their key buyers, but Reed Travel Exhibitions (RTE) has taken that to the next level by providing a private charter airplane for some attendees at its EIBTM, the Global Meetings & Events Exhibition, which was held November 27-29 in Barcelona, Spain. Reed began ofering the charter air service for attendees coming from the U.K. in 1992. "When we launched the program, there weren't any low-cost carriers at the time," said June Clark, manager, hosted buyer programs, meetings and events portfolio, RTE. "Now there are more afordable options, but we think it's worth keeping. It ofers a great experience for the buyers." Te program has grown from 30 buyers in that frst year to 250 buyers in 2012. All qualifed buyers are invited to travel aboard the Tomas Cook Boeing 757-200, featuring a spacious interior with lie-fat seats ofering a 170-degree recline. RTE negotiates a rate with UK-based Air Charter Travel, who also exhibits at the show. At Gatwick Airport in London, passengers experience the full benefts of fying by private charter with dedicated check-in desks, which feature the EIBTM logo and speed passengers through the departure process. Once on board, buyers are treated to a traditional in-fight service with complimentary bucks fzz (mimosas), newspapers and a full English breakfast. A show catalog is available on each seat, enabling buyers to plan their time at the show. "It's a great way for buyers to meet and network before the show," said Clark. "We can also run show videos to further promote and brand the event." Upon arrival in Barcelona, buyers are taken directly to the exhibition, where ofen within an hour of touch down, they can begin their appointment schedule. On the way home, passengers enjoy a three-course meal and wine. "We would like to ofer this service for other IBTM events in our portfolio, but there's just not the concentration of buyers in other locations," said Clark. Many shows offer VIP perks for their key buyers, but Reed Travel Exhibitions has taken that to the next level by providing a private charter airplane for some of their attendees. The program has grown from 30 buyers in its first year to 250 buyers in 2012. Reach June at +44 (0)208 910 7869 or june.clark@reedexpo.co.uk Continued on page 48 www.TradeShowExecutive.com | February 2013 47