SITE record numbers helps new brand rollout

Record membership level of 2283 from 87 countries reported

The former Society of Incentive & Travel Executives (SITE) has been rebranded as simply “Site” with a new logo revealed at the international conference in Montreux, Switzerland. But the new strapline broadens the appeal and offering: “Unleashing human potential through extraordinary, motivation experiences”.

CEO Brenda Anderson reported a record membership level of 2283 from 87 countries with 485 new members joining in 2008 and a US$140K surplus - US$23K ahead of budget. The additional cash will be used for member benefits, including the rolling out of the new brand values. Anderson pointed to a membership retention level of over 80 per cent for the past five years. The new brand promise: ‘The global authority connecting motivational experiences with business results’ is aimed to embrace meetings and events for the first time under the Site umbrella. Anderson told delegates: “Our industry is part of the solution to the economic problems we are facing. We are no longer just travel and incentives, we have broadened the offer. When site was founded in 73 the members wanted education but this is a very different arena. We need to be the global solution.

“While we were researching the brand change the board asked me to come up with a strategic plan which has been written and supported by the board. This will be rolled out over the next three years and is aimed to amplify the member’s voice. A council of leaders will be revealed in the New Year which will be formed from captains of industries. Our industry is under scrutiny and thus our rebranding is perfect timing for the climate and for our future growth." Outgoing president Padraic Gilligan said: “This refocuses us for the future but it also returns us to our roots with education connecting the three pillars of our identity - global connection, motivational experiences and business results. I think we have stayed connected to our past while giving ourselves a fresh new vision.” www.siteglobal.com