Site, which was founded in 1973 as the Society of Incentive Travel Executives, has changed its name to the Society for Incentive Travel Excellence (SITE), it announced last week.
According to the association, the name change is based on feedback from surveys and focus groups conducted with members and industry professionals worldwide. The goal of the new name, it says, is to "better illustrate the association's philosophy and value proposition" while ensuring the group has "more compelling positioning and messaging to build an even stronger market presence into the future."
Supporting the new name is a new logo - wherein the I and the T have been emphasized to illustrate the importance of incentive travel, or IT, to the association - as well as a new tagline: "Incentive Travel. Business Results."
The final piece of the re-branding puzzle is a refreshed list of SITE brand values intended to drive everything the association does: Connections, Creativity, Results and Trust.
"As we implement the first year of SITE's strategic plan, every aspect of what we do is being questioned and scrutinized by the SITE board of directors," SITE President Paul Miller said in a statement. "We have listened to the membership and will continue to react to the changes and demands of our industry as well as member expectations. These subtle but necessary changes in the SITE name and word mark pave the way to building a more robust global community which will help us achieve our goals and aspirations."