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A new organisational experience for AIM Group International

Aquabike Music Festival, Milan
The collaboration between AIM Group International and H2O Racing started off the inaugural Aquabike Music Festival (AMF), which took place at the Idroscalo in Milan, 5th – 8th June. The festival combined sports and entertainment as it was organized jointly with Aquabike World Championship creating a complete sensory experience for those who are excited for the sport, or the newcomers attracted by the music. The four days of intense action and entertainment pushed all limits and it is hoped that these events will become permanent on Milan’s events calendar.

The Idroscalo, an artificial lake built in the 1920s and now one of Milan’s busy parks provided a great stage to host the events. It took a staff of 80 and three days in order to transform the city park into a race filed and concert arena that accommodated well over 15,000 people for the duration of the two events. The Music Festival was organised in collaboration with Nicholas Cavalchini – one of the most sought-after local musicians. The days were filled by the Aquabike World Championship, where 94 riders from 20 countries thrilled the audience with their brilliance in the water, only to be further energised at night with the many local and internationally renowned music artists and DJs.

At the location, a Hospitality Village was set with exhibition space for the teams, as well as for the 11 principal sponsors and partners of the event. All guests of honour were provided with a special pass that allowed them a front row seat in the VIP Water Lounge – reserved for them for the daily championship, as well as for the Music Festival in the evenings. Some lucky guests were able to experience first-hand the two-seater F1 boat, which accelerates to 160km/h in the short 4 seconds. A truly unforgettable experience! A dedicated Press Room was also set up to accommodate approximately 70 journalists from print and TV media as well as accredited photographers from all over the world. They all followed the four days of the events tirelessly in order to reflect in the best possible way the performance of the riders as well as the art of the musicians at the Festival.

The promotion of the events was focused mainly on the use of social media channels, such as Facebook, Twitter and YouTube. The primary reason was the target audience – being young active people – who welcomed the idea and provided constant positive feedback directly to the organisers. Radio and printed promotional materials were also used, however to a lesser extent.

It was a great challenge for AIM Group International, as the Group works on diversifying its services from medical and scientific conferences to more and more corporate events, sport competitions and music festivals. Event marketing and personalised services combined with an effective and flexible team is what the Group offers towards the successful organisation of events and conferences.

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