Creating a Buzzworthy Theme to Capture Engagement and Increase Attendance

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