Face Time. It Matters.

Over the past year adverse publicity has had a depressing effect on the Meetings Industry. In a June, 2009 survey of professional meeting planners, authored by the PCMA Education Foundation, American Express, and Ypartnership, 35% of respondants cited "image/publicity/public policy considerations" as a reason they expect to book fewer offsite (face-to-face) meetings. Current economic conditions have exacerbated the problem, forcing many companies to cancel meetings or consider the use of videoconferencing or hosting meetings through online technology as a surrogate for face-to-face meetings.

As a result, the Convention Industry Council (CIC), in conjunction with the industry's leading associations, including PCMA, commissioned the development of a public information campaign to identify and promote the unique benefits associated with face to face meetings. The effort began with in-depth interviews of the industry's leading association executives, and was followed by focus groups hosted with both meeting planners and attendees in New York and Washington, DC. The research revealed that:

  • Face-to-face meetings build trust and relationships;
  • Both education and training are more effective in a live setting;
  • Live meetings actually save time and money;
  • Live meetings facilitate problem solving through a more effective exchange of ideas;

  • Face-to-face meetings provide the human connection that powers business.

With these observations in mind several campaign slogans were created and subsequently tested for their resonance with both meeting planners and attendees. One captured the unique benefits associated with hosting live meetings more than all others: "Face Time. It Matters!" This slogan was translated into a graphic signature that illustrated the message in a creative and engaging manner (above).

We hope that you will support the industry-wide effort to promote the irreplaceable benefits of hosting face-to-face meetings by incorporating it in your future marketing communications. Face Time. It Matters.

Visit the "Face Time. It Matters." Web site to:

• Learn more about the effort
• Take action
• Download graphics
• Use toolkit