Welcome to another edition of Aventri's Connect Weekly column, where we share the top five news stories from the week that today's meeting and events planners should know. We aim to cover everything from the worlds of events, technology, business, marketing, social media, travel, hospitality and beyond. Check out the top stories from the week of October 28, 2019.
Q&A: How Pantone Is Helping Brands Elevate Their Events Through Color
Pantone’s Color of the Year announcement always provides inspiration for event designers and an exciting pop culture moment, but the color company is also becoming more involved with physical events through new partnerships with major brands. In the past year, the Pantone Color Institute—a consulting service within the company that predicts global color trends and advises companies on color in brand identity and products—has lent its expertise to eye-catching consumer activations for new products and campaigns. At Miami’s Art Basel in 2018, Marriott’s Tribute Portfolio tapped the institute to help create a traveling art installation inspired by “Living Coral,” the 2019 Pantone Color of the Year. In New York earlier this year, LG partnered with the institute to create a pop-up café that highlighted Pantone’s summer color palette through bakery items and LG products. The Pantone Color Institute also created a purple hue for the new Macallan Edition No. 5 whiskey, which was then rendered in a 360-degree pop-up experience that explored color creation and whiskey making, held at the Oculus at Westfield World Trade Center in New York. Read more.
The 15 Gen Z Characteristics That Matter Most to Marketers
The Gen Z target can’t recall a time without technology. Generally defined as those born during the late 1990s to the late 2000s, Gen Z is estimated to have a direct spending power of up to $143 billion in the U.S. alone, according to a recent Frost & Sullivan study. A new trend report, compiled by We’re Magnetic, digs into the characteristics and values that define Gen Z—open-mindedness, pragmatism, creative expression, ambition, healthy hedonism and innovation. Here, we explore the report’s “jumping-off” points for marketers, and what it means for your events. For example, filters are out. Gen Z consumers aren’t fans of “living-my-best-life” highlights and macro influencers. Nearly 80 percent of them instead trust a company more if the images they use are not photoshopped. They are looking for consistent and relevant content from companies (82 percent), and they trust a brand more if actual customers are used in its marketing. Read more.
Greta Effect Felt on Climate Talk at Ensemble Travel Group Conference
Although she wasn’t there, the spirit of environmental activist Greta Thunberg loomed large at the Ensemble Travel Group’s 2019 International Conference. “Climate and sustainability are the biggest issues facing the travel industry today and the biggest issues facing your clients,” Ensemble CEO David Harris told the audience of travel agency owners, frontline travel advisors and suppliers during his opening remarks. “I call it the Greta effect.” The conference took place October 22 to 27 in Seattle. Noting that an estimated seven billion trips are taken worldwide each year, Harris said that travel has both good and bad effects on destinations. “We have a responsibility to be mindful and to educate our clients about traveling to more sustainable places,” he said. “We will be introducing new supplier partners devoted to this. We need to make sure we are part of the solution and not part of the problem.” Among the steps Ensemble is taking is to enter into a partnership with Cool Effect, which has a tool that will enable travel agencies to calculate how much of a monetary donation their clients would need to make to offset the carbon footprint of their trips. Read more.
15 Best Collaboration Tools for Event Planning
Today we are bringing you the 15 best collaboration tools for event planning! As an event planner, you’re juggling a dozen or more balls. You’re dealing with vendors, speakers, performers, caterers, marketers, the media, you name it. And your trusty notebook is filled to the brim with scribbled notes. There must be an easier way, right? Good news: There is. These collaboration tools for event planning are based in the cloud and help you stay organized and in touch even if you’re running around. Read more.
Two Cities Gain an Edge on Attendee Meet-and-Greet Programs
As a city that’s aggressively seeking more meetings and conventions, Detroit got a boost in its offerings for business groups last week when Detroit Metro Airport (DTW) began allowing general public access to airport gates through TSA security checkpoints. Pittsburgh is the only other U.S. city to allow such access on a regular basis. DTW’s Destination Pass can be requested by nonpassengers on the DTW website one day in advance. Applicants then receive an e-mail notification as to whether their request was approved. Read more.