The event is set to lead the way in a new era of inclusive hybrid events, enabling the industry to engage and discover together, whether physically onsite in Amsterdam or online at home.
IBC has confirmed that this year’s event will take place from December 3-6 at the Rai in Amsterdam. The announcement follows a decision at an IBC Partnership Board meeting to move the event from its usual September slot.
Commenting on the development in a statement, Michael Crimp, chief executive of IBC, said: “Following a period of industry consultation, the IBC Partnership Board has agreed that December is the best date in terms of safety and industry readiness to engage. Our conclusion is based on the results of the recent IBC exhibitor and visitor surveys and macro evidence of Europe opening up for business. We really value the feedback and candid input of our community — we have always been ‘By the industry, For the industry’, and this ethos continues to guide our daily decision-making process.”
Crimp added: “IBC’s primary focus is to deliver a safe and valuable event, and we believe the best way for us to achieve that is to take advantage of our opportunity to move the event to December. We did not shift from September lightly. However, as the evidence was gathered and considered, there was a shifting sentiment towards December from both exhibitors and visitors. Clearly, IBC will be safest when attendees are vaccinated, and shifting to December allows us to implement the most appropriate safety protocols. In turn, this will enable us to maximise the audience. We also had to consider the ability of the supply chain to deliver a high-quality event. We believe that key services such as airports and airlines, and hotels will have established smooth operations and be able to provide a more streamlined service by December.”
Crimp referred to a survey of exhibitors and visitors which showed that two-thirds of respondents said the assurance of robust onsite health and safety protocols would encourage them to attend; vaccination passport entry was by far the most popular measure.
Furthermore, 86% of respondents said they were very likely, and 13% likely to have been vaccinated by December. Also, two-thirds of respondents already feel they are ready to travel, and a vast majority expect any corporate travel restriction policies to be updated by the end of the summer. Macro trends point to accelerated vaccine rollout and opening of borders across IBC’s core markets over the next six months.
IBC2021 will bring the content and technology industry together again to discover the future of media and do business face-to-face. IBC2021 will lead the way in a new era of hybrid events.