2016 Azbee Awards of Excellence
Category
Design > Feature Article Design > More Than $3 Million Revenue > Central
Awarded to
Jeff Daigle, Creative Director
Entry details
Appetite for Disruption
Issue date (if applicable): 5/1/2015
Publication name: The Meeting Professional
Publishing company: Meeting Professionals International
Website home page: www.mpiweb.org
Please describe the publication's mission and readership:
Meeting Professionals International (MPI) is the largest and most vibrant global meeting and event industry association. The organization provides innovative and relevant education, networking opportunities and business exchanges, and acts as a prominent voice for the promotion and growth of the industry. Audience is comprised of about 18,500 meeting and event planners and suppliers worldwide. The Meeting Professional is a member-focused magazine that delivers content on relevant, educational, interesting, timely and key industry issues, all centered around members engagement. Members rate The Meeting Professional as one of the top values of an MPI membership.
Please describe the enterprising work that went into this entry and its significance or impact on readers:
Given the onslaught of new products and services as the result of “the sharing economy,” the status quo of the meeting and event industry—and meeting professionals—has been disrupted. It only made sense for The Meeting Professional magazine to experience this disruption as well, literally, in the layout of the article. I thought it would be fun to have the Airbnb logo completely wreck the body copy, causing the reader to reset at the bottom of the page, much like the meeting planner needs to reset to work with these new changes in the landscape.
Innovative yet disruptive businesses such as Airbnb and Uber are shaking up the meeting and event industry—offering alternatives tailored to the maturing prerogatives of Millennials and bargain hunters (two thriving markets). However, in this evolution, the sometimes-staid meeting and event industry has had to learn to see these new options more as opportunities than threats.
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Appetite for Disruption
Category
Design > Feature Article Design > More Than $3 Million Revenue > Central
Description
Publication name:
The Meeting Professional
Company:
Meeting Professionals International
Winner Status
- National Gold Award
- Regional Gold Award
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