Recently, the Convention Industry Council (CIC) launched the grassroots campaign “FACE TIME. It Matters.” in response to a CIC-commissioned survey citing image, publicity and public policy as major reasons many planners expect to book fewer face-to-face meetings.

Backed by the U.S. Travel Association and the CIC’s 34 member organizations, FACE TIME is a multi-faceted marketing approach designed to foster unity within the industry, while articulating the importance of face-to-face events.

“The FACE TIME campaign will bring home the critical ‘human side’ of the meetings value equation,” stated Roger Dow, U.S. Travel Association president and CEO. “When combined with our Meetings Mean Business effort and Oxford Economics’ compelling findings on the positive financial return from meetings, it becomes crystal clear how important meetings are to talent growth, business development and the economic vitality of our communities.”

Much like 2009′s Meetings Mean Business campaign, supporters will have the opportunity to promote the initiative in a coordinated, consistent and powerful manner. An online toolkit includes the “FACE TIME. It Matters.” logo, slogan and other marketing collateral planners can use on Web sites, in trade advertising, and at a variety of industry shows and events.