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It was a gutsy move that worked. About 300 top U.S. executives convened in Atlanta for a panel discussion exploring "the power of corporate communications as an extension of business strategy" as well as the impact of corporate events. The lures? Free travel on Delta Air Lines, free accommodations at the Holiday Inn Crowne Plaza Ravinia, and a glitzy production that featured big-name musicians.
Executive Visions (EVI) put together the $1.6 million event to introduce its Signature Series Shows and enter the big-league corporate market. Partnering with Delta and Holiday Inn gave little EVI instant credibility and bait. Cofounder and President Michael Marto says partnering should serve the mutual interest of all parties involved and is...