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LEAD FEATURE
4 September 2011, EXPERIENTIAL MARKETING 56
EEMAGINE 2011 gets
scaled up!
Three days of action packed educational and motivational sessions, combined
with entertainment and activities, was what this year’s convention was all about.
By Karan Iyer
All through the year, the events and experiential marketing
industry plans events, parties, entertainment, conventions
and a whole bunch of other activities for corporations and
individuals alike. However, there is a time in a year when
the industry comes together to throw an event for itself,
and what an event it was this year. Three days of action
packed sessions that witnessed prominent individuals of
various fields giving their insights on topics relevant to
the industry and a glamorous award show to culminate
the event. EEMAGINE 2011 raised the bar in terms of
content in line with its theme of ‘Scaling up’ and raised the
expectations for the next year.
EEMAGINE was held this year in the quiet and peaceful
settings of the Varca district of Goa at The Zuri White Sands
Resort & Casino. EEMAGINE 2011, the fourth edition of
the annual national convention by Event & Entertainment
Management Association (EEMA) India, started on Aug. 4
and ended on Aug. 6. Sponsors for the convention were
UB Group, Hilton Janak Puri, Parikrama and Dfrenz.
On the eve of the convention, Brian Tellis, President,
EEMA, spoke to ExM about what to expect at the event.
Tellis had explained that while the format of the convention
would be the same, the differentiating factors would be the
higher level of participation this year compared to previous
years; and the main theme of the convention which was
scaling up of the industry. He highlighted that careful
consideration had been taken when deciding the content
this year which would be made relevant to all verticals of
the industry.
Prior to the start of the convention, Tellis said: “The content
presented at the convention will cater to every type of
business. While we consider the experiential marketing
space as one industry, there are several verticals within
and not every company caters to every vertical. We have
taken this into consideration this time while deciding on the
content which will be generic enough to be useful to each
and every company.”
Brian Tellis,
President EEMA
EEMAGINE 2011
begins with vision
Day one started with the
arrival and registration
of guests from all walks
of the event industry and
experiential marketing
space. After a couple of
informal meetings between
small groups and individuals,
the first formal meeting of