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Creating a buzzworthy theme to capture engagement and increase attendance

Learn the compelling messaging strategy I developed for IBTM America.

IBTM America needed to create compelling brand content and generate market interest to increase its stakeholders' attendance to its annual show in Chicago. Tying into a trend of mining the voice of the customer, I oversaw the execution of a strategy designed to increase event attendance and further engage stakeholders with IBTM America while at the show to give them a positive experience and create brand loyalty.


Using crowdsourcing as the show’s value promise, we developed a buzzworthy theme, “Defining the Future of Meetings…Together” to generate attendee enthusiasm. 


  • Achieved 165% increase in corporate buyers, a 33% increase in hosted buyer acceptance and a 51% spike in new attendance

  • Over 7,000,000 media impressions generated for trade show from pre-show to post-show

  • Invited and managed 25 members of the press that attended the trade show

  • Moderated press conference consisting of 10 national and international speakers 

  • Garnered 3,697,527 impressions in post-show coverage

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