Responding to one of the most challenging years ever faced by the meetings, convention and exhibition industries, major American industry associations have aligned under the Convention Industry Council (CIC) to develop a unique grassroots industry effort to promote the benefits of meeting face-to-face. The multi-faceted campaign, “Face Time. It Matters,” was launched in January 2010 as the CIC’s 34 member organisations started to roll out the logo, slogan and related marketing tools on members’ websites, in trade and partner consumer advertising, and at a variety of industry shows and events. Industry associations that contributed to funding the initiative include the American Society of Association Executives (ASAE), the Professional Convention Management Association (PCMA), Meeting Professionals International (MPI), the Destination Marketing Association International (DMAI), the International Special Events Society (ISES), the International Association of Exhibitions and Events (IAEE), the Society of Incentive and Travel Executives (SITE) and the Center for Exhibition Industry Research (CEIR). “The Face Time campaign will bring home the critical ‘human side’ of the meetings value equation. When combined with our ‘Meetings Mean Business’ effort and Oxford Economics’ compelling findings on the positive financial return from meetings, it becomes crystal clear how important meetings are to talent growth, business development and the economic vitality of our communities,” Roger Dow, president and chief executive officer, U.S. Travel Association, says. (ja) www.facetimematters.org