Morris has detailed the individual venue strategies in three separate booklets and emphasised in an exclusive interview with Event that NEC Group venues will focus on people, product, profile, process and profit.
He said: "The three main drivers behind this mission are investment, cultural change and business development. This is the first time that the NEC Group has ever had a proper strategy. Before, there was no burning desire for change but losing the Motor Show to London symbolised to me that something was wrong."
Morris spent the first six months in charge at the NEC Group devising the strategy, which has been approved by the Board and communicated to the staff via a one-day internal roadshow.
He said: "Our team will be very aggressive in the market and arguing strongly the case for the West Midlands as an event destination. There may be shows that felt they weren't welcome here before or that they were too small so customer relationship management is key to overturning these illusions."
The NEC Group's bid to bring peripatetic information and communication technology event ITU Telecom World to the NEC was submitted earlier this month. Organiser International Telecommunication Union will conduct a site visit later in the year and a decision is expected in January 2006.
"The NEC is the National Exhibition Centre and we need to establish ourselves as such, in the same way that Wembley is the UK's national stadium. As far as we know our UK bid is up against Paris and Geneva. It's exciting and is comparable to London's bid for the 2012 Olympics," Morris said.
ITU Telecom World takes place every three years. The event was last held in Geneva during 2003 and will take place in Hong Kong from 4-8 December 2006.