PMA News: PMA transforms 2010 show into Digital Life Expo

The annual Australian PMA imaging show will be given a new name and treatment for the 2010 event due to be held Friday 4th to Sunday 6th June at the Melbourne Convention & Exhibition Centre.

Now in its twenty-ninth year, the Australasian show will be promoted under the name of Digital Life Expo rather than the customary Photo Imaging Technology tag.

Commented Peter Rose, "After consultations with our show partner PICA, we have introduced the change in order that we can reposition the show to reach a wider audience. It will also allow our exhibitors to show a more extensive range of products from their stables that go beyond just cameras and accessories.”

The name change also reflects the differences between the Australasian and the US PMA Shows. The Melbourne show will have consumer days, a consumer education program and, of course, a very active professional display and the judging of the Australian Institute of Professional Photography Awards.

The now released 2010 poster features a video wall of panels including images of products such as iPhones, Blu Ray,digital storage systems, multi-function cameras and entertainment products.

Said Peter Rose, "By no means do we want to lose our focus on imaging. Instead we want to help improve consumer understanding of just what can be done these days with the products they buy and how they can be readily integrated into their daily lives. Most consumers do not understand the full feature benefits of the products we supply and just what can be done with them. If we can improve that understanding, we will grow the market for us all."

A draft floor plan has been released with most of the major companies having already negotiated key spaces on the floor plan. Show bookings have been brisk and with eight months still to run before the show opens, the floor plan is already 60 per cent sold.

Explained PMA Digital Life Show consulting sales manager, John Bourne, "Major companies, are now nearly all in place and space allocations are now being made in accordance first with the stand size and secondly in order of the received applications.

Exhibitor space booking forms and a draft floor plan can be obtained from the PMA Australian office, or by emailing jbourne@pmai.org