As a part of this transformation, Exhibitgroup/Giltspur (EG) and Becker Group became part of the newly named Global Experience Specialists, Inc. (GES).

The consolidation follows the July 2009 strategic reorganization of experiential marketing and event services under parent company Viad Corp. With 58 locations and 3,000 employees worldwide, marketers will be able to tap GES for an unparalleled portfolio of event solutions.

In unveiling its new name and brand identity, the company is emphasizing its commitment to creating the world’s most meaningful and memorable experiences for brand marketers, show organizers and event attendees.

“Our new name represents a united, global team of specialists, dedicated to building powerful face-to-face events and brand experiences that define our clients’ success,” said GES President John Jastrem. “A holistic approach under one company will allow us to better serve our clients and our industry.”

“We are fully committed to the success of this business, which requires reinventing ourselves and our industry to meet the growing needs of business leaders today. In the age of social media and web 2.0, face-to-face events are an important driver of the entire marketing mix.”

Jastrem added, “No matter how far technology evolves, nothing will ever replace the physical experience of handling and trying out new products, or shaking hands with a business partner. We need to focus our efforts on elevating exhibitor and attendee experiences and challenging the conventional practices of the past.”