by Alex Palmer | July 12, 2018
Event management software company etouches is rebranding to Aventri, it announced today. The company, which has provided event management and venue sourcing to the meetings and events industry since 2008, aims to capture its growth and expanding offerings with a name that speaks to these shifts. 

"We're celebrating our 10th anniversary this year as a company," Chalva Tchkotoua, CMO of Aventri, told Successful Meetings. "And as we looked back over the last couple years at the number of acquisitions that we've made, our global expansion and just our overall growth and maturity as a company, it seemed etouches didn't accurately represent the kind of the enterprise-ready company that we are becoming."

The name Aventri incorporates three concepts relevant to the event management solutions it provides its customers: avenue, events, and entry. 

"The whole premise behind the brand and our messaging was about the power of personal," says Tchkotoua. "How do we deliver on our brand promise to our customers, how do we personalize the solutions and the platform that they're using?" 

The rebrand comes after a couple busy years for the company, including the acquisition of smart-tagging tech firm Loopd, venue-sourcing company Zentila and event app company TapCrowd, as well as its acquisition by private equity firm HGGC. Tchkotoua emphasized that the rebrand's focus on the personal came at a good time as "we've never been more captive to our mobile devices..so an important part of our message is 'how do you bring people back together through the personal connectivity of meetings and through that handshake?'"

According to Tchkotoua, the rebranding project grew out of a desire to build on the company's existing name to convey a more elevated, strategic brand message. He broke down the rebrand into three main areas: curation (customized solutions for the specific needs of a customer), navigation (helping to guide clients as they manage their events) and connection (creating quality connections to drive ROI).

To this end, Aventri also introduced the new tagline, "Connect Better," capturing the company's refreshed efforts to help meeting professionals better and more deeply connect with colleagues, attendees and customers. 

"It really sets the stage for us as we focus on the future, on our evolution, as we look to become the No. 1 player in the event management space," said Tchkotoua. 

The company has also rolled out a brand-new website, "built around the buyer journey," as Tchikotoua puts it, whether that be executive decision maker, planner, or hotel.